Issue 45

Starting from its strong base in Thailand, Prakit Advertising has branched out into ASEAN with much success, owing to a deep understanding of local markets.

Advertising is a highly competitive business everywhere in the world. While some agencies may focus only on domestic business, 40-year-old media company Prakit Advertising has expanded its services into Cambodia and Myanmar.

“We are a 100% Thai-owned company with plenty of experience in [providing] advertising solutions,” says Chantup Desabaedya, managing director of Draft FCB in Cambodia. “The combination of these qualities with our local experts, who understand local advertising characteristics makes us extraordinary.”

Desabaedya says that the agency recently changed its name to FCB Cambodia from DRAFT Advertising, which was established 20 years ago. Today, FCB Cambodia is a full-service agency providing creative work, media services, activation and digital services. The agency has also established a brother company called Professional Media Cambodia that focuses on media services.

“In Myanmar, we call the company Prakit Advertising Myanmar,” says Desabaedya. “Though the agency there has been established for only two years, we offer a full range of advertising and creative services with very good feedback from the market.”

The agency has key clients such as SCG, Dell, AirAsia, Kubota, Zenya Green Tea and NCX Honda in Cambodia, and RedBull and AirAsia in Myanmar.

One of the most important factors in gaining and retaining clients is building up a long term relationship, according to Desabaedya. “We always try our best to support clients by using our expertise with the belief that if clients achieve their target in the market, they will surely stay with us for a long time.”

“In Cambodia, we organised product launches for NCX Honda and SCG Muangthong United’s ASEAN Tour 2016 to Cambodia,” says Desabaedya. “In Myanmar, we have just launched AirAsia’s new route from Yangon to Penang where we sent flash mobs around Yangon, which worked very well to attract the attention of people there.”

Desabaedya reveals that the company’s success in the regional advertising industry is due to a deep understanding and familiarity with the local markets.

“We blend our international knowledge with local understanding,” says Desabaedya. “Connection and business partnerships are very important for these markets. We always build and empower our local team; if the team is strong, the company will be strong as well.”
The future is bright for the advertising industry in both Cambodia and Myanmar with much room for growth.

“For Cambodia, we know which areas we will be able to expand in the market – namely activation and media. We have also just approached a highly experienced executive creative director to join our team,” says Desabaedya.

“For Myanmar, the market has a high potential to grow. Currently, we are trying to expand our team and increase corporation with local partners.”

Words by Pimsirinuch Borsub