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Published on November 13, 2007

Its parent is taking the agency to the Philippines next February and Malaysia next August. Then it will open offices in Shanghai and Bombay before going farther afield in Asia, Latin America and Europe within five years.

The company's name will change to Creative Juice Worldwide, with parent TBWA\Worldwide overseeing the expansion.

TBWA appointed Creative Juice CEO Witawat Jayapani and executive creative director Thirasak Tanapatanakul as worldwide co-chairman last Friday.

They will look after both the head office in Bangkok and global operations. Witawat said the international expansion was a first for a home-grown agency and the first time Thailand was to be the headquarters for a worldwide ad agency.

He said TBWA would pay for the foreign branches and ensure that the expansion went quickly.

He said using top local managers in each country was the key.

Branches will pay an agency fee ranging from 3-5 per cent of total revenue.

Creative Juice was taken over by TBWA in 2002 and combined with its G1 agency. It made it the third-largest agency in Thailand.

The company has 42 corporate accounts and this year picked up Honda and the Energy Ministry.

Witawat said revenue should reach Bt2.7 billion this year, up 15 per cent from last year.

Nitida Asawanipont

 The Nation