Spa-Hakuhodo eyes 20% growth after structural revamp
Thai-Japanese advertising agency Spa-Hakuhodo has restructured its organisation to capitalise on marketing-communication reform resulting from the increased use of digital technology and changes in consumer behaviour.
It expects that this and other factors will enable it to boost sales this year by 20 per cent to more than Bt2.3 billion.
General manager Vasadome Rasmidatta said yesterday that after two years of merging with its Japanese partner, the firm had completed its new organisational structure, including the formation of three new units: Digital Lab, Design Lab and Brand Act.
Digital Lab will offer digital marketing service and strategic planning and develop clients’ ideas into creative works.
Design Lab will assist clients in designing brand identity, logos, packaging and marketing collaterals, while Brand Act will provide an integrated marketing communication service through public relations, event marketing and product display.
“There is more room to grow in the advertising industry, particularly in the digital arena, which has resulted in changes in consumer behaviour. New-generation customers spend more time on smart devices than on traditional media like TV, radio and print,” he said.
According to a Nielsen media survey, advertising spending via the Internet last year enjoyed a 62-per-cent year-on-year surge to Bt470 million. Vasadome believes that with enhanced third-generation wireless broadband and smart devices in the Kingdom, Internet and digital advertising should witness a rise of about 50 per cent this year.
Spa-Hakuhodo has also joined forces with leading universities in both Thailand and Japan to initiate special curricula, such as Brand Academy with Thammasat University, Creative with Silpakorn University and Brand Research and Trend Setter with Bangkok University.
The agency also sends its staff for advertising training at Hakuhodo University in Japan.
With all these developments, Vasadome expects to witness a 20-per-cent increase in income to Bt2.3 billion this year, from the Bt1.95 billion achieved last year. Of that, 70 per cent should come from leading local clients, namely Osotspa Group, PTT, Singha Corp and Thai Airways International, and the rest from Japanese and international brands such as Suzuki and Panasonic.
As well, Spa-Hakuhodo wants to pick up another couple of new local accounts this year, having already landed Pan Cosmetic, ING Life insurance and “The Walk” project of Index Living Mall.
