Lowe Thailand's new digital agency foresees strong growth

The new digital arm in Bangkok is part of Lowe Group’s global strategy to strengthen its presence in the Asia-Pacific region. The business unit started with two staff three years ago to provide digital media and marketing consulting for its existing clients. “Today consumers are very engaged in digital media, particularly social networks. Advertising spending via digital media continues to grow by 33 per cent [a year], according to the Digital Advertising Association (Thailand). 

“However, chief marketing officers are struggling to find the right model to find a return of investment from digital media,” Robert Hall, general manager of Lowe Profero Thailand, said yesterday.

With 25 staff, the company can now offer digital media services ranging from media planning, infrastructure development and content and campaign creation to data/media analyses. 

Clients include Heineken, Mercedes-Benz, Tiger Beer, Unilever, Direct Asia, Vogue Eyewear and Ray-Ban. 

Besides encouraging existing clients to engage further with digital marketing campaigns, the company is exploring new potential areas like the financial, insurance and retail businesses. 

“Our growth will be mainly driven by new clients and new assignments from current clients,” he said.

“Thailand has a fairy [fairly well] developed digital marketing environment and clients have reached the point where they want to drive ongoing brand performance in a more measurable and meaningful way, across platforms and content,” Hall said.

Supavadee Tantiyanon, chief executive officer of Lowe Group Thailand, said the new digital agency would be a spearhead in terms of revenue generation for the group while overall ad spending stagnates. 

“Now we can develop and manage our client solutions in-house with Lowe Profero working seamlessly as a part of the larger integrated team with the group,” she said.

This year, Lowe Profero is expected to contribute about 20 per cent of the group’s revenue while marketing communications services under Lowe’s administration will remain at 60 per cent. The rest will come from brand activation. 

The company aims to be rated No 1 of all digital media agencies next year, in terms of revenue and reputation or number of awards.