The business formerly held by Spa Advertising is worth in excess of 100 million baht (US$2.3 million). The result of a three-way pitch - understood to be Ogilvy & Mather, DY&R and McCann-Erickson - is expected to be announced by January 24. "The pitch is for a new campaign for this year," said O&M management partner of group strategic planning, Thienchai Chutmong-konkul.
"The pitch is for advertising, PR and direct marketing. We just came in at the last minute, but a decision is expected next week."
Thailand's supermarket sector has taken on a more international face in recent years. UK giant Tesco entered the market three years ago in a joint-venture with Thai-owned conglomerate CP Group. The venture's Tesco-Lotus brand combined CP Group's existing supermarket business, Lotus, with Tesco. At the same time, French hypermarket player, Carrefour entered the market, which, along with locally run budget supermarket, Big C, has resulted in increasingly competitive market share wars.
Tesco-Lotus' business is currently with BBDO and Carrefour last year hired McCann-Erickson for one campaign.
