The appointment comes after a competitive three-way pitch, which was called in February, against DraftFCB and incumbent Chuosenko.
Mark Cochrane, CEO at Saatchi & Saatchi Thailand, noted that the brand values of the bank and the agency are very similar.
“The brief was mostly about landing the bank's positioning in the market and creating talk-ability,” he said. “I think what made Saatchi & Saatchi stands out was simply a bold and progressive idea that will certainly capture Thailand's imagination, and ask them to take action.”
The contract was awarded mid last month but the value of the contract was unclear; but the media billings for Thanachart Bank last year were over THB150 million (US$5.2 million).
The agency recently won the creative duties from PTT Retail Management Brands to handle its entire portfolio, including Jiffy stores, Jiffy Super Fresh Markets and Pearly Tea.
Last year, Saatchi & Saatchi Thailand was also selected for Electrolux and the global Big Cola account.
“The team are on fire right now,” Cochrane said. “To us the success is coming from our challenger spirit and being brave again. We’re not trying to be like anyone else in the market, just focusing on big provocative ideas that move people, creates conversation and fuel brand love, plus having fun while doing it!”
The new Thanachart Bank campaign and positioning will be launched soon across TV, in-store, outdoor, digital, print and social media.