Prakit Publicis will handle the brand assignment, Lowe Lintas & Partners product segmentation and TBWA CRM.
TA Orange CEO Supachai Chearavanont said the company went with three agencies because it believed there was strength in numbers, even though the trio belong to three competing global networks - Publicis, Interpublic and Omnicom.
"By selecting several agencies we are able to capitalise upon each firm's respective strengths," he said.
TA Orange is estimated to have spent US$35 million on marketing by the end of the year, a figure it is expected to match in 2003.
Having spent heavily on branding this year, the telecom player will move forward next year with a stronger commercial strategy based on niche market promotions in a bid to grow subscriber numbers.
Prakit Publicis managing director Ron Webb said the agency's pitch centred on its interpretation of consumer research and accompanying creativity.
J. Walter Thompson was until a couple of months ago TA Orange's sole advertising agency, but was dropped over what TA Orange labelled a conflict of interest after the agency won the global Vodafone account.
