By The Nation
YDM Thailand, the local unit of South Korea-based YDM and a leading provider of digital-marketing solutions in Southeast Asia, asked the world-class creative advertising agency to join forces so that it could fully meet the needs of customers in every industry.
YDM Thailand is confident that the collaboration will enable it to expand its customer base by 30 per cent, while FCB Bangkok – an affiliate of US-based Foote, Cone and Belding – anticipates a similar rate of growth for its business.
Tanapon Subsomboon, CEO of YDM Thailand, said on Tuesday: “The goal of inviting FCB Bangkok as part of YDM Thailand is to strengthen the organisation under the vision, ‘Drive.Connect.Grow’, by joining digital-marketing knowledge which the company's expertise with the creative experience and knowledge of branding strategies of FCB Bangkok, which will assist customers to step into growth in the digital age and be able to meet various all-around needs.
“FCB Bangkok has expertise in branding, communication strategies, advertising campaign management and online campaign design, and is also an organisation with a full-fledged team with a strong knowledge base. Therefore, we believe that this collaboration will lead to mutual exchanges and learning in order to increase marketing competitiveness, which will benefit towards customers and brands, as well.”
“Content that plays a greater role in the future is content that comes with technology and has a form of communication that combines both online and offline, because there is no boundary between offline and online in the real world right now. Therefore, when we create a strategy, we have to think of a big picture that requires the synergy between online and offline together, if we get started from the beginning, it should be a better job,” Tanapon said.
“That’s why we decided to invite FCB Bangkok to join forces, which will allow YDM Thailand to be able to create new O2O [online-to-online] experiences, including marketing strategy design or business solutions which meet the needs of customers completely,” he added.
Thutiya Dissapanurat, managing director of FCB Bangkok, said: “Joining forces with YDM Thailand is to strengthen us and to make our services complete, and it is also to allow customers to access our marketing campaign.
“Previously, we found that some customers contact with their agencies by considering from specific expertise. Therefore, this collaboration will be able to meet the needs of customers in a comprehensive manner because it is a collaboration of agencies with expertise in both creative and digital marketing. In the past year, the company had revenue of over Bt100 million, and after the collaboration, the company aims to grow together with YDM Thailand at 30 per cent.”
Regarding the overall trend for advertising business in 2019, Thutiya said more advance technology would be utilised, such as AI (artificial intelligence) to purchase advertising media or the utilisation of Chat Bot to provide service to customers.