DMB&B sets up joint venture with Thai agency

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BANGKOK -- D'Arcy Masius Benton & Bowles has officially opened Siamese/ DMB&B, a joint venture with the Siamese Advertising agency.

Siamese Advertising was established in early 1997 by Vichai Suphasomboon after he stepped down as president of Ammirati Puris Lintas Thailand.

At the launch, DMB&B Chairman Arthur Selkowitz repeated the current mantra of agency executives in the region: that the regional economic crisis is a time for bravery and building brand recognition.

"Leading brands do not shrink from the market during a recession," Mr. Selkowitz says. "First of all, the media are less expensive. We can get much more value from advertising today. Moreover, the competitors' noise is lower. This is a good time for smart marketers to build their brands."

Mr. Vichai adds that consumers are tending to stay at home, which means television advertising is becoming more effective.

DMB&B has a 75% stake in the new entity, with the rest held by the Thai partners.

Key clients of Siamese/DMB&B include Procter & Gamble, Philips, Bristol Myers Squibb and the Australian Tourist Commission.

Copyright July 1998, Crain Communications Inc.

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