The conglomerate was impressed by work done on behalf of its stationery and book unit B2S last year, and requested a proposal from the agency which led to the appointment, said senior vice-president for marketing Kenneth Mays.
TBWA also works with CRC's high fashion department store, Zen.
Prior to the latest appointment, advertising for the three units -- Thailand's largest electronics and sports chains, and the country's second largest home improvement chain -- was done in-house or by freelance designers.
Thai retail chain taps incumbent with new brands
Thailand's Central Retail Corp (CRC) has tapped TBWA to handle its Power Buy, Super Sports and Home Works accounts, bringing five of its eight business units under one roof.