Thai credit card firm hires Burnett for repositioning

Incumbent agency Lowe did not pitch.

The media buying and planning brief went to Starcom.

Krungthai Card, a subsidiary of Thailand's second-largest bank Krungthai, is repositioning its credit cards to appeal to a wider market.

The company is looking to reach younger consumers following a loosening of regulations that will allow Thais with lower incomes to apply for credit cards.

There are currently just 2.5 million credit card holders out of Thailand's total 60 million population.

According to Burnett, Krungthai is the country's market leader in the credit card category, due largely to its affiliations with many large businesses.

Niwatt Chittalam, managing director of Krungthai Card, said of the assignment: "Our criteria for choosing an agency was based on it being able to demonstrate strong strategic thinking and a communication plan that will effectively create a strong consumer bond with our brand."

A promotional effort is currently underway, while a branding campaign is set to roll out in September, according to Burnett Thailand's managing director Pornsiri Rojmeta.

Burnett's campaign is timed to coincide with a campaign promoting Krungthai Card's planned listing on the stock market, according to Pornsiri.

The branding campaign will run across all media with television spots a certainty, Pornsiri said.

"Television commercials will be a must for this campaign to achieve the sort of market reach Krungthai Card is aiming for, Pornsiri said.

A direct marketing campaign will likely be another facet of the recruitment effort, Pornsiri said, although Burnett will not be directly involved in that effort.