Thai brands to get overseas push as agencies, govt ally

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