BBDO banks on innovative media to spread the word
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Advertising agency BBDO Bangkok is focusing more on co-creating exclusive and innovative media for its clients. It aims to attract public attention and persuade people in the social network to spread the word about this new media service.
“The marketing-communication era has been changed by new communications technology. Consumers have become more savvy and generate their own content about their brand experiences,” Suthisak Sucharittanonta, chairman and chief creative officer of BBDO Bangkok, said yesterday.
Given these factors, the target audiences are transforming themselves into an enormous number of cost-effective media channels for the brands, Suthisak said.
“This is our unique method of new communication, called ‘New World Creative’,” he said.
Under this new service, the agency expects to help its clients boost awareness of the brands and to increase the level of customer preferences for their brands.
Chief executive officer Somkiat Larptanunchaiwong said this new service was researched and developed by VDO Lab, an in-house unit of BBDO Bangkok. Every part of the innovation is protected by the law governing intellectual property, he said.
The research and development process for each client might take six months or more before a communication tool is commercially used, he added. The “Drive Awake” mobile application is, for example, used to promote national petroleum giant PTT’s Cafe Amazon. This app is equipped with eye detection to help awaken a sleepy car driver while guiding him or her to the nearest Cafe Amazon for refreshment.
Somkiat said that during the first month of the application’s availability for download, sales at Cafe Amazon surged 30 per cent.
Currently, BBDO Bangkok is working on several projects for new two clients, whose names were not disclosed. But the company aims to offer this new service both to existing clients and newcomers, particularly local small and medium-sized enterprises, which have budget limits.
By the end of next year, Somkiat hopes to secure five or six new projects for New World Creative.
The CEO projects that by end of this year, the agency would see 20 per cent year-on-year growth in revenue, driven by both new clients and new assignments from existing customers.
However, he confirmed that there would be no change in terms of either the management or operations though its parent company Omnicom had merged with French-based Publicis in June.
