IPG Mediabrands has partnered with Nestle to make ads for the coffee giant in Thailand under the Thrive brand.
IPG Mediabrands Thrive was initially established in New York before expanding to eight countries, including Thailand.
Thrive employs a combination of data analytics and uses communication arts to produce creative works and measure the results in concrete ways.
Group chief executive Tharaputh Charuvatana said IPG Mediabrands Thailand uses a business analytics engine (BAE) based on a variety of data used in developing the communication strategy and analyses the feelings and emotions of consumers to make better ads.
For example, advertising coffee in the morning can appeal to consumers more than advertising it in the afternoon.
Mr Tharaputh said the contract between Thrive and Nestle is for three years, with the possibility of renewal if the partnership succeeds.
Sant Daychodomphan, managing director of IPG Mediabrands Thrive, said the advertising business began to recover at the end of 2018. If politics are favourable, the business will continue to grow this year.
Despite a lack of growth in some ad segments, Nestle coffee is still a market leader and will require a large marketing budget.
"After making the agreement with Nestle, Thrive took two months to work on the '30 plan' launch in January," Mr Sant said. "30 staff members and a support team of 280 are involved in Thrive Thailand -- the second country in Asia-Pacific, after Australia -- to support the work for the Nestle group in particular."
