Spa expands network to 19 countries in A-P - "We are now able to develop specific campaigns based on market knowledge in each country"

Spa Advertising has expanded its service network into 19 countries in the Asia-Pacific region to help support Thai exporters promote their brands overseas. Chairman Kitti Chambundabongse said Spa's agency of record (AOR) venture would especially help small to medium-sized enterprises, which trade with Asian neighbours, but lack resources to support brand building and marketing strategies. "It will help Thai exporters expand their businesses in the Asia-Pacific region, and showcase the capabilities of Thailand's advertising agencies to the world." He said Spa would be the only Thai agency with contacts in the emerging economies around the region, allowing the company to gather valuable market research on brand loyalty and consumer consumption patterns. "We are now able to develop specific campaigns based on market knowledge in each country," he told MEDIA. "Our first client, Osotspa, will jointly plan the marketing strategies with Spa's creative teams together with regional agencies." By internationalising Spa's communication network, Mr Kitti predicted that Spa's AOR network would make it one of the region's leading advertising agencies within three years. Currently Spa has reached agreements with partner agencies in Singapore, Myanmar, Laos, Cambodia, Vietnam, Indonesia, United Arab Emirates, Yemen, Saudi Arabia, Iraq, Iran, Kuwait, Oman, the Philippines, China, New Zealand, Australia, Pakistan, and Bangladesh. The top regional agencies in these countries include Grey Australia (Australia and New Zealand), Grey China Advertising (China), Exprim Advertising (Lao PDR), Adformative Advertising (the Philippines). Youth Advertising (Vietnam) and CSS & Grey Advertising (UAE, Yemen, Iraq, Iran, Kuwait, Oman, and Saudi Arabia). Spa also has opened joint venture companies in Myanmar, Malaysia and Cambodia over the last two years. Spa has named Mr Pakpoom Indra-payoong as senior executive director of client service, Mr Witoon Pathomtajeancharoen as client service director and Mr Nitiwadee Punahitanond as client service manager. During the first seven months of this year Mr Kitti said Spa's billings equalled US$23 million, up 50 per cent over the same period last year. He predicted the company would reach its target of US$43 million for this year. "By the second half of the year, Thailand's advertising business growth will keep increasing with the upcoming national election in November," Mr Kitti concluded.

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