The accounts are collectively worth US$1 million. The agencies have been briefed to create a friendly, Thai image for the brand, and will use mainly TV and print media to reach the target market of middle and upper income women, aged 25 and above.
HEADLINES: Top rice miller bids for friendly image with Starcom
Chia Meng, one of Thailand's top jasmine rice millers and exporters, has appointed Starcom to handle the media account for its house brand, Golden Phoenix, following a three-way pitch involving incumbent Prakit FCB and Flagship. The company simultaneously appointed Leo Burnett as its creative agency. Creative work was previously done by Prakit FCB.