Mercedes gears for Thai ad drive with shift to Lowe

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