Strategy and creative for the Tigo launch will be devised by Bates Phnom Penh and executed locally in Laos.
"Tigo will spend enough to become one of the fastest- growing brands in 2007 and, we hope, overtake dominant national carrier (Laotel)," said group MD Robert McBrain, who joined from Saatchi & Saatchi Kuala Lumpur last September.
"Central to the strategy is to be the most-loved brand in Laos. We don't want to be seen as just another tech-driven telco brand - as is often the case with launches in developing markets. Hence, our work for (Millicom-owned) Cellcard was a big advantage for us in the win."
