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Published on December 19, 2007

DraftFBC hopes the change will drive revenue growth of 5-10 per cent by the end of next year, from this year's estimated Bt1.5 billion. In Thailand, the Prakit advertising agency merged with FCB 20 years ago and then changed into the FCB Worldwide agency a few years ago. Draft has never existed in the Thai market.

FCB's main work focuses on creating advertisements for media channels. The change will enable the new company to expand its services from creating ads and planning media channels to planning and creating marketing activities and public relations, making it an integrated agency, said chairman Prakit Apisarnthanarax.

CEO Anucha Viriyachai said the company would add two departments - interactive and data strategy - and adjust the working systems of its current departments. The interactive department will focus on planning and creating interactive ads and marketing strategies, while data strategy will be the tool to evaluate how it works.

He said all adjustments would be finished before the end of next year.

Anucha highlighted three reasons for the two headquarters to merge.

First, the number of new companies established worldwide keeps increasing.

Second, consumers today have many new media channels to choose from.

Third, competition among agencies is more intense and the agencies find it difficult to maintain high profits.

Nitida Asawanipont

 The Nation