Consolidated RS offers new media synergy
As part of a 360-degree asset-management strategy and as a result of its latest corporate restructuring, RS has consolidated sales for all of its media channels except its radio and print outlets.
Montira Limpanarom, deputy managing director of RS's media-business group, will overlook the newly created corporate-sales team of 10 people. Sky High Network and Poema will handle radio and print-media sales, respectively. As one of the country's major entertainment content and media providers, RS's new one-stop service model means convenience, speedy delivery and less confusion. "Sometimes our clients have complained they have three separate meetings with RS sales teams on the same day," Montira said. By consolidating its diverse media channels, including television, music, artist management, sports, digital media and film production, the conglomerate will be able to tailor media solutions to meet clients' specific needs. Montira said the company's business was 80 per cent content and 20 per cent media and that it was no longer enough for RS to offer only media services. The company has gradually taken up work previously belonging to marketing and advertising agencies, so its focus has become 360-degree integrated marketing and communications. Recently, RS completed special campaigns for Pepsi-Cola Thailand and Nestle - involving Nescafe's 3-in-1 product. The Nescafe campaign was able to capitalise on RS's stable of contemporary folk singers under its R-Siam label to promote the instant coffee in southern Thailand, a region where the brand previously had only a weak presence, Montira said. Future projects will include product placement in films. Already, CP Seven-Eleven and Thai Yamaha Motor have been approached. Montira, who moved from JSL last year, where she was managing director of the production company's Animation Department, said the new media synergy would ensure that RS met its targeted turnover of Bt3.5 billion this year, or 15-per-cent growth. Despite having scaled down its television programmes by half from last year's total of 30, RS's television sales in this quarter have already reached one-fourth of the company's Bt200-million full-year target, Montira said. Last year, television sales contributed 6 per cent of RS's total revenues.
Ki Nan Tsui The Nation
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