UM and McCann Worldgroup scoop baby diaper brand Drypers account in Thailand

The pitch was overseen by consultancy R3.

Bruce Pincott, commercial director for SCA Hygiene (Thailand), commented, “UM stood out by delivering great insights and translating them into powerful ideas that will help us continue to grow in Thailand and build stronger relationships with Thai mums. The team showed passion, and because of this it was able to stand on its own and challenge all partners involved.”

The account win, worth THB100 million (approximately US$3.5 million) on average per year, takes effect from 1 January 2011.

“We had only 14 days to prepare for the final round, but the team produced some great work. The win is a major achievement for us, as it puts UM among Thailand’s top 10 agencies,” said Tharaputh Charuvatana, managing director of UM Thailand.

McCann Worldgroup Thailand will be in charge of overall brand strategy, communications planning and integrated creative solutions with Monica White, McCann Worldgroup Thailand CEO, heading the account. “This win means a lot to us and we are all extremely excited as we look forward to a dynamic partnership with SCA & UM that will transform the Drypers brand and its business in the Thai market,” said Monica.