Thai brands to get overseas push as agencies, govt ally

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.

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