Two communication agencies join forces to cash in on digital trend

The first of these, Thomas Idea, an independent Thai digital agency, decided to join Mirum Group, a member of WPP Group – a global advertising and communications network – to access digital-oriented know-how and solutions from the parent company.

The resulting combined digital agency, Mirum (Thailand), has Uraporn Chonsirirungkul as its chief executive officer and digital-solution senior consultant.

Know-how transfer

She said yesterday that with the extended network, the company would be able to transfer know-how, marketing intelligence, insight and technology and apply those skill sets to its local clients.

Mirum (Thailand) currently has about 10 clients from the combined international network.

Because of the changes in consumer behaviour, brands need to create their own digital platform in order to collect the data created by audiences, and they should not rely heavily on social-media platforms like Facebook, Line and YouTube, she added.

Uraporn explained that brands should use those social networks to lead their targeted audience to their main site.

She cited Facebook as an example, particularly after it had changed its policy by focusing more on media buying though its platform, which meant that the official Facebook page of each brand had less of a chance of being seen by a targeted audience.

"Through our new know-how and technology, the company aims to see more clients who are keen on developing their own digital-media platform," said the CEO.

Meanwhile, to cash in on the rise of digital media, another leading public relations firm, Weber Shandwick Thailand, also expects to see organic growth plus more retained clients via digital-engagement strategies.

Managing director Stuart Kelly said that across the Asia-Pacific region, Weber Shandwick had doubled its digital-service business last year, accounting for 20 per cent of total business.

This year, the company expects to see digital business quadruple across the region.

Another key implication the company has found is the rise of its "home-grown" Asian clients seeking global best practice, with the number rising to 30 per cent in 2013, compared with 12 per cent the previous year, he said.

Kelly described Thailand as an important market in the Asia-Pacific region, with Weber Shandwick Thailand’s revenue having grown 35 per cent last year, partly driven by deeper engagement with other branches under the Weber Shandwick Group.

Last year, Weber Shandwick Thailand was officially formed after the group was transferred from McCann Worldgroup.

McCann and Weber Shandwick are both members of Interpublic Group, a global marketing-solutions giant.

Kelly said the emergence of digital media was clearly another key revenue driver.

However, apart from the advance of digital, corporate public relations is changing as emerging Thai multinationals need to create their brand messages for overseas markets, he said, adding that they would turn to global PR firms with international know-how and expertise and a corporate reputation.

Leslie Gaines-Ross, Weber Shandwick’s chief reputation strategist, suggested that CEO reputation management across both traditional and digital media – with 360-degree communication – was a key PR strategy in today’s world.

"As well as corporate reputation, this executive equity is also an important driver for business goals," the strategist said.