Grey beats pair to scoop $4.5m telecoms brief

<p>BANGKOK: Grey Worldwide has won the Telecom Asia account, with </p><p>estimated billings of US$4.5 million, and has since rolled out a </p><p>television campaign for the client. </p><p><BR><BR> </p><p>The account was won following a three-way pitch, but the client declined </p><p>to disclose agencies involved. </p><p><BR><BR> </p><p>The brief covers advertising and direct marketing to promote usage of </p><p>the company's voice and data lines - both narrowband (Click TA) and </p><p>broadband (TA Express). </p><p><BR><BR> </p><p>A spokesman for Grey attributed the agency's win to the company's </p><p>credentials and experience servicing other telecommunications accounts </p><p>in Asia. </p><p><BR><BR> </p><p>"We handle a telecom account in Malaysia," said the spokesman. "We have </p><p>expertise and understanding in the group," he said. </p><p><BR><BR> </p><p>The spokesman added that the agency's size and make-up also helped </p><p>convince the client of its service and all-round marketing capability. </p><p>"We are a mid-size agency so we can give the account high service </p><p>priority, something larger agencies cannot do. </p><p><BR><BR> </p><p>"Moreover we have four companies in Bangkok, even though we are small, </p><p>we can provide integrated marketing communications for them." </p><p><BR><BR> </p><p>TelecomAsia has the Government's largest concession of fixed telephone </p><p>lines in Greater Bangkok, with some 2.6 million lines. </p><p><BR><BR> </p><p>The television and print campaign, which has since been unveiled, will </p><p>be followed shortly by a direct marketing campaign. </p><p><BR><BR> </p><p>While plans for the direct marketing drive are under wraps, Grey's </p><p>partner company Grey Direct Interactive, will handle this aspect of the </p><p>campaign. </p><p><BR><BR> </p>