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