The digital revolution and ever-changing face of media
NOT ONLY do media owners, publishers and advertisers have to revise their strategies for advertising investments but some media agencies also keep revamping their internal management to find more flexibility in meeting the different demands of clients stimulated by the digital transition.
Throughout this year, there has been a lot of change in Thai media agencies, partly resulting from global restructuring or local factors such as the migration of consumers online, the surge of e-commerce activities and the changing media landscape.
Recently, the Paris-based MSLGROUP welcomed Arch PR – the public relations consulting arm of Publicis Groupe in Thailand – to its network with immediate effect to help expand its client base here.
Arc PR provides public relations and communications service for big names such as Proctor and Gamble, Volvo, Mead Johnson and Merlin Entertainment, as well as local firms such as PT Ennergy, Singha Park Chiang Rai and Boon Rawd Brewery.
The move also aims to strengthen MSLGroup’s leadership in Southeast Asia as well as elevate Publicis One’s PR expertise in the Kingdom.
MSLGROUP Thailand will continue to be led by communication veteran Karl Kongkham under the guidance of Glenn Osaki, president, Asia, MSLGROUP. Kongkham will now take on the role of director, Thailand, MSLGROUP, and continue to report to Songkran Sethesompobe who is chief executive officer at Publicis One in Thailand.
Sonkran revealed that after joining forces with MSLGROUP, the network expects to see at least 15-per-cent growth next year, mainly driven by assignments from local clients.
Early this year, Publicis One Thailand revised its business model following a global restructuring plan last year.
Brands under the Publicis One Thailand umbrella include Leo Burnett, Arc, Alpha 245, Publicis, Nurun, Saatchi & Saatchi, Razorfish, Starcom, MediaVest, and ZenithOptimedia.
The new way of management is expected to support business growth in the near future as each unit has its own strengths. For example, Leo Burnett Group Thailand, which yesterday celebrated its 50th anniversary in the Kingdom, is recognised as a leader in communication, corporate social responsibility and creative work. Publicis is an expert in dealing with international clients as well as those in the health and beauty industry.
Meanwhile, Saatchi & Saatchi Thailand is known as a working place for younger people and Starcom Mediavest is a specialist in media investment and management.
In preparation for new challenges in the coming year, IPG Mediabrands, another leading media company, announced its corporate restructuring plan – its first in eight years.
Under this restructuring plan, the media agency would stand on three legs – Initiative, UM, and Ensemble. Initiative and UM provides media planning and buying service while Ensemble is a provider of branded contents and activation and digital services.
Tharaputh Charuvatana, the newly appointed group chief executive officer of the company, said there would be a lot changes at Ensemble as it would expand its digital activities to respond to new demands from clients who wanted to explore more opportunities in the digital era – leading to e-commerce.
“After the revamp, Ensemble will be a growth driver of the company,” he stressed.
Along with this strategy, IPG Mediabrands also established a team of 15 digital scientists to work on data analytics and research to support other units.
The company appointed Malee Kittipongpisal as chief executive officer of Initiative. Prior to joining the company, Malee had been with group managing partner at Mindshare Thailand for 17 years. Mindshare is a direct competitor of Initiative.
This move is expected to help IPG Mediabrands realise 20 per cent growth next year.
