SC Matchbox will create three specialised business units over the
next year to increase market share by promoting flexibility and quick
client response.
Managing director Songsak Premsuk said traditional agency services would
retain the SC Matchbox name, while two new enterprises, Matchbox Digital
and Matchbox Design, will be set up.
Matchbox Digital would concentrate on interactive media and Internet
services to prepare for future growth, he said: "Now, demand remains
very small as Internet penetration outside of the Bangkok metropolitan
area is low.
"But clients are interested so we have to prepare for it."
Forty per cent of the company's current business is for design services,
the remaining 80 per cent comes from traditional advertising. However,
Mr Songsak claimed design remained the firm's bread and butter despite
the fact that Thai clients are reluctant to pay for it, even for Web
design.
"Clients often believe design is very easy and think they can do it
better themselves," Mr Songsak said.
As part of Thailand's powerful Shin Corporation, SC Digital has the
advantage of joining forces with another subsidiary, CS Internet, to
provide clients with one-stop electronic commerce marketing and
advertising applications.
"We have the technical expertise and the strategic partner in CS
Internet to provide turnkey solutions to our customers," he added.
The company has already created websites for Advanced Info Services
(AIS), a mobile phone service provider for Shin Corp.
"AIS wants to use this medium to expand brand awareness, especially
amoung young teens in the 15-to-21 year-old target group."
SC Matchbox was ranked as Thailand's 16th largest advertising agency
with billings of 650 million baht (US$17.1 million) in 1999.
This year the company expects this to rise to 750 million baht.
According to Mr Songsak, billings grew by 74 per cent in the first
quarter of this year to 140 million baht, as the company signed on new
clients including Dutch Mill yogurt, the S & P restaurant chain and IZE
Jelli balm.
