Creative ad drive boosts O&M
Ogilvy & Mather expects to enjoy double-digit growth this year, partly driven by the rise in demand for creativity and effectiveness campaigns in both traditional and online media.
"Throughout the first three quarters this year, Ogilvy & Mather Advertising Thailand has created great milestones by producing various ‘talk-of-the-town’ advertisements that generated massive conversation on social media," managing director Phawit Chitrakorn said yesterday.
For example, the "Flying Book" campaign to promote Amway’s CSR (corporate social responsibility) programme used augmented reality to engage with its customers.
The Inseecovery website developed for Siam City Cement’s Eagle (Insee) cement for a CSR project allows viewers virtually to see a 360-degree view of the progress in a rehabilitation project in a flood-affected area.
Another project was the "Smoking Kids" anti-smoking campaign for the Thai Health Promotion Foundation on YouTube, which attracted more than 6 million views in 10 days.
"As the firm believes that ‘content is king’, instead of starting with the provided communications channel, we start from content creation to make a powerful conversation in social media. Importantly, the content must encourage consumers’ engagement and sharing," Phawit said.
In the first half of this year, the company saw double-digit growth and hopes this momentum will continue through the rest of the year, he said.
More and more customers are paying significant attention to digital media, while effective advertising work has attracted new customers to Ogilvy & Mather this year, such as Coca-Cola, Insee cement and Charoen Pokphand Group, he said.
