Momentum's new boss aims to use multiple media platform

“High penetration of social-media users, smart devices and cable and satellite television in the Kingdom has brought a turning point to communication firms, including event organisers,” Yod Sukwiwat, newly appointed as managing director at Momentum, told The Nation.
He said that this year Momentum would focus on using multiple platforms, namely social networks, mobile applications and cable and satellite TV, to connect and engage with end consumers both formally and personally. It is estimated that smart phones and tablet computers will account for about 30 per cent of mobile-device users this year, while cable and satellite TV operators expect penetration of 70-75 per cent, reaching 20 million households in the country.
Meanwhile, advertisers and marketers see such developments offering opportunities to communicate directly with different segments of consumers.
“Thus our key strategies will focus on creative communication experiences through four key platforms: on-ground, mobile, online, and on-air,” Yod said.
In the hope of strengthening and growing the firm in the Thai market, Yod said he would use his expertise in marketing and entertainment management gained over more than 20 years at such companies as GMM Grammy, J Walter Thompson, Columbia TriStar Vista Films and Unilever.
Besides services for event organising, shopper marketing, promotions and sponsorships, Yod said the firm would engage with branded content via movie, music and sports marketing to develop branded event solutions for local clients.
To ensure that Momentum has diversified services for entertainment events, it will also form and outsource to strategic partners who have high experience in each area both at home and overseas.
“New event concepts will be designed as prototypes that are able to be applied for different clients’ demands.”
Under this concept, the firm will create sustainable shows for local and regional clients.
Yod believes that the company will enjoy a 20-per-cent surge in revenue this year after implementation of newly developed methods, while advertising expenditure and the event industry grow by about 8-10 per cent.
Of all the clients at McCann Erickson (Thailand), a subsidiary of McCann Worldgroup Thailand, 40 per cent are Momentum’s. Most of the key clients of McCann Erickson also use Momentum’s services.
As an international event agency, Yod said Momentum was ready for globalised competition, including the implementation of the Asean Economic Community (AEC) in 2015, because it had a network with diverse expertise in 11 locations, namely Australia, mainland China, India, Indonesia, Singapore, Malaysia, the Philippines, Japan, South Korea, Taiwan and Thailand.
“Once the AEC kicks off, we strongly believe that Momentum will offer the most value to regional clients with the same global standard and multimedia options,” Yod concluded.