Racheal Lee
Nov 11, 2013

Unicef Thailand moves its media duties from OgilvyOne to UM

BANGKOK - Global humanitarian group Unicef has appointed UM Thailand for its media planning and buying duties, following a competitive pitch against incumbent OgilvyOne.

Unicef Thailand moves its media duties from OgilvyOne to UM

The pitch, held between April and June, was finalized in late August.

UM is no stranger to Unicef having worked with the group two years ago on its direct marketing and fundraising efforts.  

Unicef is primarily engaged in fundraising and awareness-building activities with an aim to seek donations from Thai individuals and corporations, by drawing attention to the plight of the children in the country.

UM will lead the account, with UM's Emsemble team assisting. The UM team will use TV, combined with digital to drive both awareness and response. The Ensemble team will offer creative support to develop content strategies to generate brand awareness for Unicef, while the UM team will develop media strategies to generate response via donations.

Tharaputh Charuvatana, managing director of UM Thailand, noted that the agency will build awareness of Unicef programmes in the country and drive donations through targeted cost-per-response and direct media approach

“The aspect that stood out the most was UM’s ability to drive cost-per-response (donation) for Unicef, which was more of an action-oriented response through its direct media approach,” he said.

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