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Published on October 30, 2007

Monday People CEO Sohn Chongsrichan said yesterday that Monday is the first agency that the WPP Group has allowed Thais to establish and take leading positions. Passapol Limpisirisan and Wiboon Leepakpreeda will be the co-chief creative officers. The group gave financial support from start-up investment to operation costs.

He said WPP did not expect the agency to create an international reputation or establish offices abroad in a short time. Its initial goal is to see Monday build a strong reputation in the Thai advertising industry, especially in the current economic scenario when other agencies tend to be low-key.

He said Monday is positioning itself as a boutique agency, which means small and constantly creative and interesting work.

Although the agency did not expect to go abroad in a short time, Sohn said it can still have its ads shown outside Thailand if other agencies in the WPP Group want Monday to create work for them.

The agency started operations last June and has already produced over 10 advertisements. Its clients include True Corp, True Vision, Thanachart Bank, King Power International, Diageo, Thai Health Foundation Organisation and Soken DVD.

Monday co-chief creative officer Passapol said the agency was also negotiating with three more possible clients but declined to reveal details.

The two executives also declined to reveal figures of expected billing in the first year, in keeping with WPP's policy.

Sohn said WPP also supported working tools such as Brand Z, BAV and 4Cs.

He said Monday did not expect to become a large agency like many in the WPP Group and also did not have other communication services such as public relations and event organising, which allow work flexibility. However, the agency can act as a centre for creating ideas and employ WPP's public relations and event organiser networks in Thailand.

WPP currently has over 20 ad agencies and marketing communication companies in Thailand including such major agencies as Ogilvy & Mather, J Walter Thompson, Wonderman, and Y&R.

Sohn expects next year will be a better year for the ad industry as it will be driven by better consumer confidence after the general election this year. The Olympics 2008 in Beijing will also be a positive factor.

Nitida Asawanipont

 The Nation