XM Asia continues regional expansion with Thomas Idea acquisition

The acquisition comes as part of the agency’s 2015 vision and goal of positioning XM Asia as ‘Being in Asia for Asia’, according to the agency.

Thailand’s nascent social media scene has reached a critical tipping point. The number of Thais on Facebook, for example, hit 18 million in December 2012, up from 13 million at the same point a year before. Overall spending on digital advertising grew by 48 per cent in 2012, according to GroupM.

“There is a huge talent shortage and gap amongst local Thai versus the increasing demands and increasing sophistication that is expected of businesses and brands,” Paul Soon, CEO of XM Asia Pacific, told Campaign Asia-Pacific. “There is also a disproportionate amount of creative boutiques versus strategic shops that can provide deeper and more holistic coverage of the digital needs of brands and businesses, which will truly impact their businesses and to allow digital to transform their business."

What clients are looking for is great work centred around consumer insight and behaviour, Soon said.

“Thomas Idea has the ability to transform business and brands through their consulting approach to using design and technology as the core enablers, and this aligns with XM’s heritage and culture,” he added.

Thomas Idea CEO Uraiporn “Polly” Cholsirirungskul and chief creative officer Araya Choutgrajank, who co-founded the company in 1995, will remain on in their current leadership roles and report to Soon.

With 45 employees, Thomas Idea works with clients including Beiersdorf, Reckitt Benckiser, Abbott Laboratories, SB Furniture, and Pruksa Real Estate.

Additional acquisitions on the horizon, Soon said, will give the larger JWT Network a big stick to carry about for existing and new business.