The IPG media agency wrested local skin care and household product company Bio Consumer from PHD without a pitch. The company spends 250 million baht on media and competes with Unilever and Beiersdorf with brands including Vivite, Be Nice, Genie, Smart, Eversense, Fineline, D-Nee and CTRL.
Initiative handled the launch assignment for CTRL, a men’s facial product, in September last year. Having helped raise awareness and grow market share to 10 per cent, the agency was subsequently awarded the business this month. Initiative also picked up AB Food & Beverages, which houses brands including malt drink Ovaltine and Twinings Tea, with reported spend of 200 million baht.
“This is a significant win for us — and a bit sentimental as well,” said Wannee Ruttanaphon, chairman of Initiative Thailand. “We worked with this client for more than 10 years before we lost the business. This is like a home-coming.”
