Without the long-term contracts enjoyed by big players, many independent outfits have gone to the wall. Moreover, small firms have been slow to adopt the Thai formula for effective advertising which the majors have taken to heart. That tack is indispensable for any agency to gain from the rebound in ad spending. With increasing competition in consumer markets and among ad agencies, Mc Thai's Dej expects local advertising to get even better. Advertisers are demanding more buzz for their buck.
Companies are more of a single mind, focused on simplicity.
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