Creative Juice\G1 was the incumbent, while Starcom will continue to handle media. After being the dominant energy drink player in the market, Red Bull is increasingly having to contend with new competitors, including key Thai rival, M150.
"It is now a very cluttered market, with many brands edging their way in," said Ron Webb, Publicis Thailand CEO.
Webb said Red Bull asked the agency to present ideas about the business at an informal meeting, after which the relationship was formalised. He added that Red Bull was eager to modernise the brand as a way of solidifying its position. "As the world moves along, we need to ensure Red Bull remains relevant to that audience," he said.
Publicis' first work is expected to break in Q1 next year.
Publicis snatches Red Bull's Thai job from Creative Juice
Publicis Thailand has scooped the lucrative energy drink brand Red Bull (Krating Daeng) business in Thailand.