Mercedes gears for Thai ad drive with shift to Lowe

BANGKOK: Mercedes Benz is set to roll out a new campaign in Thailand after moving its ad business from BBDO to Lowe Lintas & Partners following a three-way pitch that included Batey Ads. Lowe Lintas chairman and chief executive officer, Charuvarn Vanasin, said the overall strategy will be to play off the brand's leading image. "Mercedes is, quite simply, the best car. Our job is to ensure the Thai consumers remember that and keep the car top of mind," she said. She declined to disclose billings, saying only that Mercedes would be "spending adequately" to get its message across. In line with a DaimlerChrysler Worldwide agreement, CIA will handle media. Lowe Lintas has been aggressively pursuing new work this year, netting eight new accounts, including Mercedes, with a total billings value of 300 million baht (USdollars 6.7 million). Other new clients include Charoen Pokphand Foods, the Stock Exchange, The Concrete Products and Aggregate Co and the Petroleum Authority of Thailand. The wins come at a time when Thai consumer confidence is plunging along with the economy, but Charuvarn sees this as an opportunity for the agency because marketers are forced to become more creative during times of economic hardship.

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