Publicis Groupe Thailand, a global marketing, communication and digital transformation provider, officially launched Digitas Thailand last week, a connected marketing agency, to capitalise on strong demand from brand owners looking to better engage with their consumers.
The move came after Digitas Thailand started its informal operations last year. Its 2018 revenue accounted for 18% of the total revenue of Publicis Thailand's advertising and marketing business.
Digitas Thailand targets double-digit growth in revenue this year, driven by its unique services based on data-centric technology, said Paruj Daorai, managing director of Digitas Thailand.
The Thai office represents the third Digitas agency in Asia-Pacific after China and Malaysia were launched last year.
Songkran Sethesompobe, chief executive of Publicis Thailand, said with the Thailand 4.0 policy the digital economy will represent 19% of GDP in 2019, rising to 25% in 2027.
This will be a space for brands and businesses to become more strategic and efficient in the way they operate and market to consumers.
Digitas Thailand will strengthen the group's global digital network in providing data and technology connected to digital marketing services in addressing the needs of customers.
With Digitas services, brands in Thailand are able to access diverse expertise across data, strategies, creatives, content and technology all under one roof.
Mr Paruj said Digitas Thailand has 34 staff and some 20 corporate customers including KFC, Uniqlo, Line, Manulife, Central Group, SCB, TMB Bank, Tourism Authority of Thailand and Sansiri.
Digitas Thailand is also working with several local companies on data analytics systems.
"Customer behaviour in the digital era has been more sophisticated than in the past, so brand owners have to utilise consumer data through their marketing systems and make them customer-centric," he said.
Mr Paruj said the new paradigm of marketing strategy must bring together the capabilities of data, technology, creativity and media to solve unique challenges facing brands.
