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Thoughtful Media launches in Bangkok

Somyot Chariat

Somyot Chairat

Mark Ingrouille

Mark Ingrouille

US-based multi-channel network Thoughtful Media Group has launched of an operation in Bangkok, starting out with 14 staff, some local, some brought in from headquarters in LA.

The firm says it has a talent base of over 300 performers signed up delivering 65 million views per week on YouTube. Vitamilk and Air New Zealand have already test-run campaigns with Thoughtful.

Hired to run Thoughtful Bangkok as MD is Somyot Chairat, a long-time business partner of Mark Ingrouille, the former Southeast Asia boss of McCann and COO of Publicis APAC, who recently joined Thoughtful as EVP for international operations. Ingrouille and Chairat worked together at Publicis and McCann.

Ingrouille said: “With things moving swiftly in our Los Angeles headquarters, it became rapidly apparent that demand was high in the market for a high quality multi-channel network, with operations based on the ground in order to provide a full-service operation not just for the talented creators, but to help marketers in the country harness their appeal.”

Ingrouille said: “Normally, I’d say it’s been a roller-coaster ride achieving this level of activity. But it hasn’t. It’s been a rocket-ship ride, so fast has been our development in the market. And it’s accelerating. Serious marketers are demanding ever more efficacy from their stretched budgets. With our endorsed and integrated products delivering at least ten times the value of standard advertising, our biggest problem is going to be keeping up with demand.”

The Thai office is Thoughtful’s second launch in Asia. The company also operates in China, where the popular Thoughtful China marketing show is run by the former Asia editor of AdAge, Normandy Madden.

Ingrouille says that Vietnam, the Philippines, Singapore and Malaysia will be next, with the UK and Australia “not far behind”.

There are no plans to launch a show similar to Thoughtful China in Thailand, and the focus of the business will very much be on Thoughtful’s online video entertainment business.

The official opening of the Bangkok office is to come on 26 February with “a star-studded launch event” at the new premises in Thonglor.

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