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.
