Media Intelligence established by Spa

<p>Spa Advertising has completed a painful restructuring and is </p><p>rapidly expanding its business portfolio with an eye on continued </p><p>regional economic recovery. </p><p><BR><BR> </p><p>The company has expanded client services and regional offices, while </p><p>capturing new accounts. </p><p><BR><BR> </p><p>Spa, along with Far East Advertising and Thai Hakuhodo, has established </p><p>Media Intelligence, a company specialising in sourcing and buying </p><p>media. </p><p><BR><BR> </p><p>"The purpose of establishing Media Intelligence is to be part of the new </p><p>competitive media landscape in Thailand; it is a new chapter for the </p><p>Thai ad industry," said chairman and CEO Kitti Chambundabongse. </p><p><BR><BR> </p><p>He claimed Media Intelligence would be the country's third largest media </p><p>buying company, behind MindShare and Ammirati Puris Lintas. </p><p><BR><BR> </p><p>In 1996, Spa employed 196 people, with annual billings of 1,000 million </p><p>baht (US$26.6 million). After restructuring and downsizing, staff </p><p>were slashed to 66 and billings fell to 124 million baht in 1998. But </p><p>Spa has begun hiring staff and now employs 85 people, maintaining its </p><p>position as Thailand's fifth largest advertising agency in billing </p><p>terms. </p><p><BR><BR> </p><p>According to Mr Kitti, the company has also empowered staff to make </p><p>decisions and respond to work challenges quickly. To support this </p><p>concept, he launched "Spa Best", aimed at getting rid of the red tape, </p><p>making staff more responsible and getting them to follow through on </p><p>projects. </p><p><BR><BR> </p><p>"It is a moral and cultural issue; it changed the whole working </p><p>process," he said. "Spa is ready to take off in 2000. We have learned a </p><p>hell of a lesson." </p><p><BR><BR> </p><p>Mr Kitti said Spa had lost key accounts during the regional economic </p><p>crisis, but has bounced back by winning accounts such as Tops, Acer, Sun </p><p>Microsystems and the Thai Airways International domestic campaign. </p><p><BR><BR> </p><p>In Cambodia, Spa was appointed the agency for Osotspa late last year, </p><p>the company behind the best-selling energy drink M-150, and entered the </p><p>country on the strength of that one account. </p><p><BR><BR> </p><p>So far, Spa has a satellite office run by two staff. </p><p><BR><BR> </p><p>"I am trying to follow my clients and seek opportunity by opening </p><p>company offices in other countries," said Mr Kitti. </p><p><BR><BR> </p><p>"This year we will build on client's brands and expand our network for </p><p>them." </p><p><BR><BR> </p>