The agency will be responsible for the brands’ media plans, including media planning and media buying, which are expected to use a total media budget of around US$4.19 million.
The pitch for UNICEF in April saw the agency competing with Carat, while the pitches for Nikon and RollsRoyce were called in June. The contracts are believed to be open contracts.
“We will be implementing a strategy focusing on campaign evaluation and optimisation,” Tharaputh Charuvatana (pictured), managing director of UM Thailand, said on the new working relationship with UNICEF.
“We implemented something similar for AIA, a global insurance company, and achieved good results," he said. "We will also focus on buying TV to support the direct marketing campaign.”
UM's work for Rolls Royce will mainly focus on print and below-the-line activities, while for Nikon it will use a combination of media to most effectively reach the target audience.
UM started work on communication strategies for Nikon and Rolls Royce in August. The account for Nikon was won in partnership with UM’s sister agency McCann World Group.
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