Moonshot Digital formed as public relations JV
A FORMER executive of Sanook.com has partnered with digital media agency Rabbit’s Tale to set up Moonshot Digital, a new public relations and content agency, targeting at least 10 clients this year.
“From our observation, more than 80 per cent of brands in the market are still using digital media as marketing and communication tools. But we believe that those brands should act as publishers that really understand what customers want to hear from them. This [could] create long-term relationships between the two parties,” said Jakrapong Kongmalai, managing director of Moonshot Digital.
The company is a 50:50 joint venture between Rabbit’s Tale and Jakrapong, who was formerly a vice president of Sanook Online, the operator of Sanook.com, and head of its content business.
“In the digital era, brands should learn how to communicate virtually what target consumers are keen on, and not only the messages that the brand wants to send,” Jakrapong said.
He added that there was room to grow in this segment and to introduce an online PR service, ranging from community relations, content creation, and social-reputation and crisis management to strategic brand communication.
The company believes that digital PR plays a vital role in the digital media industry’s growth.
According to the Digital Advertising Association (Thailand), digital-advertising expenditure this year is expected to soar to Bt9.927 billion, an increase of 23 per cent from 2015. This figure excludes advertising spending via Facebook and Google.
Saroj Laohasiri, head of strategy at Moonshot Digital, said he wanted to have at least 10 clients this year but declined to disclose the revenue target.
Rungroj Tancharoen, managing director of Rabbit’s Tale, said his company would work together with Moonshot to integrate its core strength in digital communications and content creation. To date, three clients of Rabbit’s Tale have already used Moonshot Digital’s services. “We are eyeing the high spenders in digital media, which are in the telecommunication, financial and banking, retails and real-estate sectors,” Rungroj said.
