Initiative Media Worldwide has set up shop in Thailand with the
objective of becoming the country's leading media buyer.
Initiative Media Thailand (IM Thailand) MD Wannee Ruttanaphon said the
company expects 14 per cent growth this year over 1999 capital billings
of US$82 million.
IM Thailand inherits media accounts transferred from Lowe Lintas,
including the lucrative Unilever Thai Holdings AOR account.
"We already enjoy considerable media buying leverage as we are the AOR
for Unilever, the biggest advertiser in town," Ms Wannee, said.
She admitted that establishing IM Thailand would help keep the Unilever
account from moving to another media specialist.
Unilever has put its 2002 contract out to tender as part of the
company's global strategy.
"Unilever has said it prefers an independent media specialist so
obviously we have to be one," she told MEDIA.
"Every major advertising agency in the market has an independent
in-house, and Unilever wants to combine media planning and buying under
one roof."
Lowe Lintas has had a 20-year relationship with Unilever Thai Holdings,
and industry observers expect this to continue with IM Thailand once the
2002 contract is awarded the second quarter of next year.
Other major clients moving over from Lowe Lintas to IM Thailand include
Johnson & Johnson, Cerebos, Seagram, Dumex, Berli Jucker, Nestle and
Thai Dairy Industry.
In the meantime, Ms Wannee said the company would be aggressively
seeking new business while maintaining existing accounts.
"We expect to grow with the market as we are seen as the best media shop
in town.
"I expect billings will increase by 15 per cent in 2001 over this year's
figures," she said.
Existing clients will benefit from IM Thailand's independence from Lowe
Lintas as well.
According to Ms Wannee, the company has divided its 52 staff into four
business teams to take charge of analysis, media planning and buying,
new media development, and special activities and events to reach
individual client's specific target consumers.
