Grey Group Thailand wins total communications mandate for DSG’s Certainty

4 March, 2011

SINGAPORE — Leading disposable diaper manufacturer, DSG International (Thailand) PCL (DSG), has appointed Grey Group Thailand as its agency of record for its brand of adult diapers, Certainty. The mandate covers total communications duties that include brand strategy, advertising, point-of-sale communications, event management, public relations and corporate social responsibility initiatives for the Thailand market.

It was Grey Group Thailand’s earlier campaign on GlaxoSmithKline’s Polident, a range of denture care products that tipped the scale in favour of the agency. It proved to be the shining testimony that DSG was looking for in terms of the agency’s deep understanding of the consumer mindset and behavior of a niche but growing market segment.

“Grey Group Thailand exhibited amazing tact, clarity and creativity in broaching the sensitive subject of diaper wear for adults,” said Chachanee Anantwatanapong, Commercial Director, International (Thailand) PCL. “We were impressed with the agency’s conceptualisation of touch points that went beyond product function to reach out and make an emotional connection with the target audience. We firmly believe that our partnership with Grey Group Thailand will prove to be our best ever yet strategic move towards achieving the strong brand identity we want to establish in the market,” Anantwatanapong added.

“At Grey Group Thailand, we believe in breaking new grounds, be it creative campaigns, business development or client relationships,” said Pattaraporn Wongmesak, Associate Vice President & Country Manager, Grey Group Thailand. “Our experience in the market segment and thorough understanding of the client’s business and objectives gave us the edge over the competition and the opportunity to collaborate with a world-class organisation in the disposable diaper industry. We are positive that this is just the beginning of a great partnership ahead.”

Work is already underway and the first campaign for Certainty will be launched in the second quarter of 2011.

DSG joins Grey Group Thailand’s roster of clients including Procter & Gamble, GlaxoSmithKline, Sara Lee, AXA, Bausch & Lomb, Rottapharm, Whizdom Condominium and Siam Park City.

About Grey Group
Grey Group ranks among the largest global communications companies and its total offering includes Grey (advertising) and G2 (brand activation). Its parent company is WPP (NASDAQ: WPPGY). “Famously Effective Since 1917”, Grey Group serves a blue chip client roster of many of the world’s best known companies. Grey Group is represented in 96 countries, with 432 offices operating in 154 cities. In the Asia Pacific region, Grey Group covers 30 cities in 17 countries. For more information about Grey Group Asia Pacific, please visit:  

Media Contacts

Candie Chiong
VP, Marketing & Corporate Communications
Grey Group Asia Pacific
Direct Line: +65 6511 7610
Mobile: +65 9697 3620

Geraldine Wong
Senior Manager, Corporate Communications
Grey Group Asia Pacific
Direct Line: +65 6511 7621
Mobile: +65 9168 2278

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