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Mar 11, 2011

Lowe retail arm Open wins Big C in Thailand

BANGKOK – Open, Lowe + Partners’ retail activation arm, has won the Big C supermarket chain’s business following a competitive pitch.

Big C bought Carrefour's assets in Thailand last 2010
Big C bought Carrefour's assets in Thailand last 2010

The three-way pitch involved incumbent Creative Juice/ G1 (part of the TBWA group) and BBDO.

Described by a source at Open as “a very large and active piece of business”, the assignment covers everything from retail promotions, to brand, to digital and in-store.

A joint-venture between the Central Retail Group of Thailand and Casino of France, Big C is one of the largest retails chains of super and hyper markets in Thailand. It expanded further at the end of 2010 with its purchase of Carrefour’s former assets.

This followed Carrefour’s much-reported plan to withdraw from the market.

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