May 2009
Tesco Lotus together with Thailand’s premier advertising agency and most influential media agency, Leo Burnett and OMD, are now gearing up to launch the latest campaign with the aim to deliver a promising future back to Thai consumers, local communities nationwide including Tesco Lotus employees.
The collaboration between Leo Burnett and Tesco Lotus started following a two-round pitch that involved Agent A, Euro RSCG, McCann Erickson, BBDO, Next Steps and Ogilvy & Mather. In the second round pitch, Leo Burnett paired up with OMD to beat Ogilvy who partnered with Mindshare.
By injecting a massive amount of over 7 billion baht, Tesco Lotus is confident to stimulate the circulation of money despite the critical economic downturn.
Gwyn Sundhagul, Director and Chief Marketing Officer, Tesco Lotus said, “The current pitfall in the economy is now taking its toll on Thai people and putting them under significant pressure. Being the leader in Thailand’s retail business, Tesco Lotus will actively roll out a strategy to solidify ourselves as a truly understanding and caring organisation striving to serve every customer’s needs.”
“To achieve the successful launch of our new marketing campaign, we have officially appointed Leo Burnett to be our advertising agency. With its indispensable source of competitive advantage, a deep knowledge of retail business, a communication planning strategy which focuses on understanding and anticipating consumer insights including practical creativity, Leo Burnett answers our need for a streamlining strategy to outshine amidst the deepening economic crisis perfectly well.”
“This year, we plan to inject 7 billion baht into the slow-moving economy in the hope that this enormous reinvestment will help to drive the Thai economy. The budget will be allocated for the improvement of Tesco Lotus’s infrastructure, branch maintenance and expansion including
increased employment which will consequently help stimulate the distribution of additional revenues to local communities nationwide” said Tesco Lotus CEO.
On-Usa Lamliengpol, CEO Leo Burnett & Arc Worldwide Thailand said, “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.”
“We are confident that with our profound category experience, in-depth market knowledge and understanding of consumer segmentation and insights, we can offer practical communication solutions across the holistic capabilities of Leo Burnett and ARC to help boost the business of
Tesco Lotus.”
“We look forward to a long term partnership with Tesco Lotus in Thailand to help leverage its leadership position to the next level that is relevant to the consumer’s expectation in the economic downturn that we see today.”
Leo Burnett will be using a holistic communication strategy to launch Tesco Lotus’s new marketing campaign, featuring TV commercials, press, out-of-home media, CRM, PR including promotional activities.
The strategic partnership with between Tesco Lotus and world’s leading marketing communication agencies such as Leo Burnett, ARC and OMD will certainly blaze a trail of success for Tesco Lotus’s latest campaign launch whilst empowering the company with confidence to contribute to Thai consumers and help restore the nation’s economy to emerge from this crisis.
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