The decision follows a seven-way pitch that included McCann Erickson, Ogilvy & Mather, Euro RSCG, BBDO, and local shops Next Steps and Agent A. Ogilvy & Mather was involved in a final round against Leo Burnett
Tesco Lotus is planning a campaign involving TV commercials, press, out-of-home media, CRM, PR and promotional activities.
Tesco Lotus is planning a campaign involving TV commercials, press, out-of-home media, CRM, PR and promotional activities.
Gwyn Sundhagul, director and chief marketing officer, Tesco Lotus, said: “The current pitfall in the economy is now taking its toll on Thai people and putting them under significant pressure. Being the leader in Thailand’s retail business, Tesco Lotus will actively roll out a strategy to solidify ourselves as a truly understanding and caring organisation striving to serve every customer’s needs.”
Tesco is expected to inject US$203 million of investment into its Thai operations as it seeks to improve its infrastructure and expand.
Thailand has four large supermarket chains, which include Carrefour, Tesco Lotus, Big C and Tops. Tesco stores are operated by Ek-Chai Distribution System. It is by far the largest chain in Thailand with 55 super centres, 14 Lotus Markets, 15 Value stores and 189 Express stores.
On-Usa Lamliengpol, CEO of Leo Burnett and Arc Worldwide Thailand, said: “It’s a major win for the first quarter of this year. We are proud and excited to have the opportunity to work with this retail business. Retail has been a robust industry in Thailand.”
Tesco Lotus recently re-appointed OMD to handle its media account after a two-way pitch that also involved Mindshare.
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