Zenith to open in Thailand

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HONG KONG -- Zenith Media's first office in Thailand will open in Bangkok on May 1. The operation, which is part of the media specialist agency's broader Asian expansion plans, will be headed by Andrew Green. An official announcement is expected in the next few weeks.

The move follows Leo Burnett's creation of a Starcom media buying and planning unit in Thailand.

Zenith's decision to venture into Thailand and beyond comes in the middle of a regional currency and economic crisis that has seen growth forecasts and expectations for the year slashed.

However Zenith Media's Asia CEO Antony Young claims: "This is absolutely the right time to be moving to Bangkok. Markets like Thailand, Malaysia and Indonesia have enormous potential ... we are fast tracking a lot of our expansion."

During the regional economic downturn, "advertisers are looking at maximizing the value of every dollar," he adds. "The economic situation has opened up a lot of opportunity for media specialists."

Since the beginning of this year, Zenith Media has picked up business worth $51.7 million, including Coca-Cola in China; centralized media buying for Hongkong Telecom; hotel/travel outfit the Miramar Group; and the Swire Properties' Festival Walk entertainment complex in Hong Kong.

Details of further regional expansion will be announced later in the year.

Copyright April 1998, Crain Communications Inc.

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