Diageo turns to digital in Thailand

Digital duties in the market are in the process of being pitched. Several 4As agencies are vying for Diageo’s digital account in Thailand, centred around its Benmore label. MRM, OgilvyOne and RMG Connect are believed to have been involved in the review, which is nearing its final stages.

While declining to confirm the pitch, Diageo’s regional marketing and innovation director James Thompson said the company is relying on digital to bolster its market share in Thailand.

"Digital will be one of our core channels for building our brands in Thailand,” Thompson said. “Our intention of bringing more focus to this area is to ensure our consumers can look forward to outstanding digital assets where they can engage with our brands, and we look forward to being a leader in this space for the category."

The process coincides with Diageo’s review of Benmore’s creative account in Thailand. According to sources, three agencies, believed to be JWT, McCann Worldgroup and Ogilvy, were shortlisted for the through-the-line account in March.

The reviews come as Diageo engages in a whisky price war with rival Pernod Ricard, prompted when Pernod halved the price of its Chivas Regal brand in the Kingdom earlier in the year.