The large number of agencies is a result of the airline issuing an open invitation for agencies to participate in the pitch, which had been postponed after the terror attacks on the US plunged the global aviation industry into its worst crisis ever.
Further delays occurred while the airline searched for a replacement for its outgoing president.
Along with JWT, the international account incumbent, Chuo Senko, which currently services the domestic consumer and corporate business, is also believed to be in the pitch.
The Thai Airways business comes up for a statutory review every three years. The 10 agencies will first make a presentation to a "working group which will then select a short list of six agencies to make a final pitch to the airline's top management.
From the creative point of view, "the airline's strategy is unlikely to change much, said a source, referring to the company's use of Thailand's tourism assets such as exotic locations and extensive shopping opportunities to promote the airline. "This is the strategy they've been using for 20 years, and it has been very successful. There's no need for a drastic change."
Thai Airways' international media range covers Europe, Asia-Pacific and, increasingly, the Gulf region. However, it is believed that the airline might take on greater responsibilities in this area, especially in the domestic market, sources said.
While billing budgets have not yet been finalised, the accounts are highly sought-after by agencies as past campaigns tended to be very visible.
In mid-April, Thai Airways swept an advertising awards show hosted by the Pacific Asia Travel Association in New Dehli. It took home four gold awards, more than any other organisation at the event which featured over 300 entries in 24 categories.
