"In the event of the proposed opening up of the telecom sector, TOT is bracing itself against the onslaught of competition which a free market structure will introduce," said Witawat Jayapani, CEO, Creative Juice G/1.
TOT is a fixed line player, with more than 6.5 million subscribers in the country.
Creative Juice G/1 will help TOT strengthen its brand in three separate steps; train its staff about brand-building and proper marketing strategies, lead workshops to build the sub-brands in five of TOT's business sectors, such as fixed lines, mobile phones, internet, public phones and international calling, and provide recommendations on the mother brand.
"We will analyse the market situation and suggest if rebranding is required or if TOT simply needs to invest in the existing brand," explained Witawat.
TOT 's agency roster also includes Leo Burnett and Spa Advertising.
Burnett handles its mobile phone business, while Spa had been appointed to handle promotions for its IPO.