Ogilvy & Mather Asia/Pacific opened Results Advertising in Bangkok in 1995, with Decha Tangpanitansook and Suthisak Sucharittanonta as managing director and creative director, respectively. The Bangkok office was soon followed by outposts in Taiwan and India, primarily to serve local businesses that wanted a smaller, more entrepreneurial agency.
But the agency performed extraordinarily well, almost overshadowing its larger sibling agency, Ogilvy's own Bangkok office. Just one year after it opened, Results gained international attention with its ad promoting Black Cat whiskey. The spot spoofed B-grade Hollywood mafia movies while positioning the Thai whiskey as an affordable alternative to its more expensive Western competitor, Johnnie Walker Black Label.
Results quickly moved beyond its creative hot-shop origins to become a full-service agency offering both creative and strategic planning services. Other marketing-related disciplines, such as media buying and public relations, are outsourced to WPP Group sibling companies.
In addition to local business, Results picked up multinational clients, including BP Oil and Unilever. The Thai shop stands out, not only as a leading light among small, locally run ad agencies, but also for taking on some of the biggest names in the industry while retaining the size and soul of a smaller, more entrepreneurial shop.
In 1995, the agency picked up two gold awards at the prestigious local Top Advertising Contest of Thailand festival. Results, Bangkok, made its first appearance at the International Advertising Festival at Cannes in 1996 as a finalist in the TV/Cinema category and won a Bronze Lion award the following year for the Black Cat spot, again in the TV/Cinema category.
In 2000, the agency won a Gold Lion at the Cannes International Advertising Festival for a poster for McIlhenny Co.'s Tabasco sauce, the first time a Gold Lion had been awarded to a Thai agency.