Ad firms turn to social networks to boost brand engagement

Though Thailand is experiencing a rapid rise in the number of Internet users via personal computers and smart devices, return on investment in online media remains low.
Creating brand engagement and interaction with target customers would be valuable for digital advertising agencies here, as elsewhere in the world.
Nick Brien, chairman and chief executive officer of McCann Worldgroup, said his firm was planning to launch a “McCann Social Central” in Thailand this year. This unit, which kicked off in New York, is meant to be a hub for a global network of social thinkers, experimenters and doers.

DIRECT INTERACTION
A Facebook service is one of McCann Social Central’s offerings, which involves three key steps. First is storytelling for brand development, timeline design |and experience, content strategy and development and content creation. Second is brand time-line management including community management, content or story amplification, and insight and performance management. The final step is customer engagement.
Meanwhile, Y&R, a full-service advertising agency and member of the world’s largest communications service group WPP, is planning to launch a programme called “Spark Plug” in its Bangkok office this year to understand local insights and capitalise on the reform of digital technology in the country.
David Sable, global CEO at Y&R, said: “This is part of Y&R’s ambition to strengthen our local boutiques in Asia, where we see the fastest growth in the global advertising industry.”
The programme was recently launched in Singapore and will be kicked off in Thailand some time this year.
Under this programme, the agency will provide working areas at its office for local entrepreneurs with appropriate talent in the digital and telecommunications business.