Locally-owned Thai advertising agencies are joining forces with the
state-run Department of Export Promotion (DEP) to promote Thai brands in
overseas markets.
Forum of Thai Advertising and IMC Companies chairman Kitti
Issariyapracha said it was the first time Thai agencies and the
government had come together to assist local manufacturers.
"We are trying to strengthen local agencies by making them partners with
local manufactures, who in turn need to be educated in brand building,"
he told MEDIA.
The push intends to create a greater awareness among Thai manufacturers
of overseas opportunities to make indigenous brands household names
abroad.
Mr Kitti said the Forum and DEP had arranged a seven-part lecture series
on global brand building for Thai exporters and manufacturers.
So far, the reaction has been positive, with 50 Thai exporters and
manufacturers having already agreed to participate in the plan, covering
nearly 200 brands.
"We have already created awareness and see lots of products from Thai
SMEs that can be sold abroad.
"But it takes time and money to be successful. Just to register brands
offshore takes a lot of money," he said.
He singled out the food industry as the sector with immediate potential
to sell brands overseas.
"Thailand has a clear advantage in food brands, but we need to identify
which industry has a competitive edge both inside and outside Asean and
develop them from a position of strength."
Mr Kitti, who is chief executive officer of Amex Team Advertising,
admitted that only a handful of local advertising companies had the
potential to help in the promotion scheme.
He mentioned Far East Advertising, Spa Advertising, SC Matchbox Company
and Amex Team Advertising as companies best equipped to meet the
challenge.
He is also spearheading a drive for local agencies in Asean markets to
refer clients to each other within the 10 member bloc.
According to Mr Kitti, Singapore, Malaysia and the Philippines are keen
to re-energise the 10-year old Asean Advertising Group (AAG) to prepare
for 2003 when trade and services around the region are liberalised.
