Thai hypermarket chain Tesco Lotus has appointed Leo Burnett as creative agency for the launch of its own stimulus package: a Bht 7 billion infusion in store infrastructure, branch maintenance, expansion and increased local employment that it is hoped will buoy a slumping Thai economy.
Burnett won the account after a two-round pitch against Agent A, Euro RSCG, McCann Erickson, BBDO, Next Steps and Ogilvy & Mather. In the second round, Burnett paired up with OMD to beat Ogilvy, who partnered with Mindshare.
Mr. Gwyn Sundhagul, Tesco Lotus Director and Chief Marketing Officer, disclosed that with Thai consumers under significant economic stress, ‘Tesco Lotus will actively roll out a strategy to solidify ourselves as a truly understanding and caring organization to serve every customer’s needs.”
Ms. On-Usa Lamliengpol, CEO Leo Burnett & Arc Worldwide Thailand, commented that “The Tesco Lotus pitch has been a “True Challenge” for us. It’s a major win for the first quarter of this year. We are so proud and excited to have the opportunity to work with this retail business which has been a robust industry in Thailand and also a key business which both Leo Burnett and ARC targeted to include in the high profile blue chip client portfolio for this year.”
The agency will use a holistic communication strategy to launch Tesco Lotus’s new marketing campaign, featuring TV, press, out-of-home, CRM, PR and promotional activities.
