Veteran agency looks to future

In a tranquil room on the 16th floor of the 208 Building on Wireless Road, Prasert says the key to success of Brand Connections was the combination of Ichaya’s media expertise and his account planning.
Ichaya began her career at Lintas with blue-chip accounts, particularly in FMCG (fast moving consumer goods), and then moved to help start up JWT in 1983.
With more than 30 years in the media industry together with her strong connections with international and local brands, undoubtedly Brand Connections can anticipate more growth with more than 40 brands in its portfolio.
“Khun Ichaya is one of the most respected media executives in the industry. Her buying clout is second to none and this helps us deliver better buying performance without fail,” Prasert said.
His company reached a new high in billings at Bt2.05 billion from existing clients as well as four new accounts that he did not identify. This marked a surge of at least 20 per cent over last year.
Next year the agency aims at 15-per-cent growth in billings to Bt2.35 billion thanks mainly to increased penetration of alternative media and the country’s move to full third-generation mobile connectivity, he said.
Ichaya said that besides the change |in the media landscape in the coming year, the company was planning to strengthen its media planning and buying teams to deal with an increase in client demand, particularly in the use of alternative communication channels – cable and satellite TV, outdoor, transit, in-store, cinema, and digital and online media.
What is the change of the media landscape in the coming year? Ichaya said the broadcasting industry would witness three major changes.
First, cable/satellite TV would be more attractive to local advertisers because their operators had invested in content development to lure more viewers away from free TV.
Airtime slots on free TV remain limited while advertising demand is increasing so this gives more room for local broadcasters to raise their rates by 10-15 per cent next year.
Many advertisers have opted to spend their budgets via cable/satellite TV or even outdoor and digital media.
“In first 11 months, Brand Connections saw a 40-per-cent spurt in ad spending via cable and satellite TV compared with the same period last year,” she said.
Digital terrestrial TV broadcasting, which is being driven by the National Broadcasting and Telecommunications Commission, would also reshape the industry.
The second change is the development of out-of-home media both in Bangkok and the provinces. Old-fashioned billboards are being converted into multimedia screens that let media agencies sell many advertisements on the same billboards. The expansion of retail businesses upcountry also opens more doors for media agencies that offer in-store, cinema and outdoor ads.
Prasert said the start of upgraded 3G cellular services early next year, as the third change, would help advertisers move quickly towards digital media, so the company was also embracing a digital and online unit to exploit this development.
Despite facing the change of landscape and fierce competition in the coming year, both co-founders still believe that their media powerhouse would be able to achieve its targets.