Dentsu Media's digital marketing unit to focus

“Digital media and social networks have changed the way people communicate in Thailand, particularly in key cities where smart devices are easy to access and affordable, and telecommunications networks have improved,” said Petch Phaewphraikul, managing director at Dentsu Media (Thailand).
To capitalise on this development, early this year Dentsu Media formed Dentsu 360, a new subsidiary for digital marketing-campaign services and mobile-application development aimed at local clients. This new business will facilitate and support digital services for three other agencies under Dentsu Media (Thailand): Media Pallette, Media Cubic and Media Matrix.
Dentsu 360 yesterday introduced the iButterfly Thailand mobile application to the Thai market. This app features virtual butterflies that are used to bring entertainment, information, advertising space and discount coupons to smart-phone users.
The technology is expected to replace and reduce the use of paper coupons from leaflets or newspapers, as the app contains all privileges in one. Additionally, product owners can attach related Web links to video clips or social media sites, or even corporate sites, on this app to promote their brands.
Mitsuyuki Nakamura, chief executive offer of Dentsu Media, said: “We strongly believe that the iButterfly application will replace conventional marketing promotions.”
Nakamura added that after an unofficial launch in March, the agency anticipated a good response from leading brands such as Scotch, Sony, Honda, True Coffee, B2S book chain’s virtual bookstore, The Prime, SK-II, VGI and Central Pattana.
Thailand is the eighth market in Asia to see the launch of the iButterfly app, after Japan, Hong Kong, Indonesia, Malaysia, Singapore, the Philippines and Taiwan. The company expects the app to be downloaded at least 300,000 times by end of this year.
He said this new business would be a key driver of this year’s expected billings of Bt3 billion, up 10 per cent from last year. Of that, Bt100 million would be contributed by Dentsu 360.
Meanwhile, global media agency IPG Mediabrands yesterday launched its social marketing division, named Rally, across Asia. IPG Mediabrands’ social offering provides services in the areas of social-marketing strategy, advocacy management, conversation planning and social commerce.
Though this new division was launched in Thailand, Rally offices in Singapore and Malaysia will take responsibility for clients in the Thai market.