SC Matchbox to grow market share with new business units

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