PT Energy appoints Leo Burnett to oversee Brand Communications as part of major brand revitalization targeting to be number one fuel gas brand in Thailand.

Energy Press Releases Friday March 8, 2013 16:54
Bangkok--8 Mar--ARC Worldwide

PTG Energy Public Company Limited, a fuel gas tank farm and fuel-selling enterprise that also distributes gas through its own branded PT gas stations, is set to undergo a major brand revitalization to strengthen its image in the Thai market and has appointed Leo Burnett, the world’s leading communications and public relations agency, their agency of choice to oversee all the brand’s marketing communications and public relations. Following a communications strategy to position PT as “Not the Biggest but the Best” in the domestic gas market, the new brand positioning will focus on emphasizing quality over quantity, strengthening the brand image in line with the company’s vision to be everywhere Thai people need them to be so as to become the number one brand for Thai people nationwide.

Mr. Pitak Rajkijprakarn, Chief Executive Officer of PTG Energy Public Company Limited, said “Over the last year, we began a huge brand adjustment and overhauled the design and format of our retail gas stations, beginning with the PT Gas Station in Bangprahan District, Ayutthaya Province, which has now been renovated accordingly in line with the new brand image – one which is more modern and fully equipped with a more comprehensive range of facilities to meet our customers’ needs. This redesign has contributed to a 140% increase in sales turnover, from average monthly sales of 220,000 liters in 2012 to 530,000 liters in January 2013. Moreover, during the end of 2012, PT launched two new advertising campaigns featuring 30-second spots to clarify the new brand image, and communicate PT’s unique selling points, which differentiate PT from the other brands in the market. The campaign has resulted in better brand awareness, with more people knowing about the brand and, as a result, more customers now being served at our gas stations.”

To build on this initial success, and to strengthen PT’s ability to achieve its vision to be everywhere Thai people need them to be so as to become the number one brand for Thai people nationwide, PTG Energy Public Company Limited appointed the Leo Burnett Group (Thailand), one of the world’s most well-known advertising agencies, and the centre of marketing creativity in Thailand and the Asia-Pacific region, to oversee all advertising media and public relations campaigns, effective from February 2013.

Mr. Pitak Rajkijprakarn added “We have decided to contractually appoint Leo Burnett to take care of all of the brand’s marketing communications and public relations efforts for three years because we believe that Leo Burnett is one of the country’s leading agencies, as evidenced by their stellar work undertaken for other brands in Thailand and the region. PT has a brand DNA that places a strong emphasis on delivering the best quality to our customers, a value that can be seen in the fuel products we have brought to the market, our choice of supply from the best refinery in Thailand, and even in the “Pan Thai” coffee beans we use in our gas station coffee shops, some of the highest-quality, grown in Thailand. We have maintained this commitment to quality in our choice of advertising agency as well. We would only choose the agency that could consistently deliver the best quality of work for our brand – and for us, that agency was Leo Burnett.”

Additionally, PTG Energy Public Company Limited’s faith in the quality of Leo Burnett’s work was further strengthened by the agency’s numerous advertising industry awards, bestowed on both the national and international stages – another key factor in the company’s decision to choose Leo Burnett as their agency of choice. As such, Leo Burnett will oversee the further development of the company’s brand image, promotional marketing campaigns and integrated marketing communications strategy to strengthen the company’s brand image and provide a platform for sustained business growth.

Mr. Songkran Sethesompobe, Chief Executive Officer of The Leo Burnett Group Thailand, said “We are proud to have this opportunity to work with PT Energy, a Thai-owned fuel gas enterprise. PT Energy has built itself up to become a leading company in the market, with an emphasis on efficiency and productivity, but balanced with social responsibility. In terms of the marketing communications strategy to support the company’s brand adjustment, of course today, our communication world has changed so much, with digital media usage progressing at a very fast pace, and with consumer behavior changing quickly all the time. As experts in this field, we recognize the need to present an appropriate communications concept that would take advantage of these new digital developments to become more effective, while harnessing our own unbeatable creativity. To ensure the best results for all of our clients, we remain committed to Leo Burnett’s global philosophy known as ‘HumanKind’, which has been a key driver of success for many of our clients around the world. HumanKind’s concept guides us to develop creative work, strategies, and marketing communications for our clients based on preserving credibility, recognizing people’s thoughts, ideas, and the experiences shared between the brand and its people to reflect real consumer needs and provoke their thought as well as change consumer behavior.”

“Working with PTG Energy is a real challenge because we will play a role in forging a path for the company’s future success. We need to support PTG Energy, which currently has a very strong business operation, to continue this growth sustainably in the industry. Our role will be to work in close coordination with the leaders of PTG Energy to come up with a strategy that will define the best direction in marketing communications that will help the company achieve this goal. Thus, we see today as an important day because this is the beginning of a strong commitment where we, Leo Burnett (Thailand), will join PTG Energy in their march towards a more successful future.”

In support of its 2013 business plan, PTG Energy will focus on continuing its brand overhaul to position the brand and its products as more modern and responsive to the need of its new generation of consumers, who are constantly seeking out products with an international standard, as well as the highest levels of service. This is why the company has planned to adjust its overall product offering through the renovation and expansion of its retail gas stations around the country to include a fuller range of convenient facilities, as well as improvement in the standards of service delivery from its employees. Apart from the renovation of its new flagship Bangpahan branch in Ayutthaya province, the company has prepared to open an additional flagship gas station under the new brand format and design in Pakchong district, Nakorn Ratchasima province. The company is also aware of the importance of its non-petroleum product offering, including further development and roll-out of its own branded Pan Thai Coffee Shop, operated in PT gas stations around the country, which will see the launch of an additional 10-15 new branches nationwide. In addition, further ‘software’ developments and roll-outs such as Max Mart, a convenient store, will continue to attract more customers to PT gas stations. The company will also focus on developing its advertising and public relations strategy by determining an appropriate and effective integrated marketing communications plan, and setting an estimated budget of 100 million Baht for such business development.

Eager to build on the success of its business operations, the company is ready to focus on its continued organizational development to take a step forward to becoming Thailand’s leading fuel-selling enterprise.


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