Unconventional ads in focus

Brand owners are in dire need of a rapid paradigm shift to innovative marketing strategies in order to deal with increasingly intense business environments and changing consumer lifestyles, say leading advertising experts.

“This is a ‘do or die’ issue. Brands need to implement creative and innovative strategies to survive in business amid global and domestic uncertainties,” said Sompat Trisadikun, chief creative officer of Leo Burnett Thailand.

“Thinking outside the box is one of the most effective marketing techniques for brand owners to differentiate their products and services,” he said.

Mr Sompat cited t he successful “unbranded viral marketing” campaign of the Tourism Authority of Thailand, which received a lot of positive feedback from foreign tourists.

The ad campaign was designed to change public perceptions, especially those of tourists.

Many Thai brand owners remain in their comfort zone, he said, and use conventional communication approaches without taking rapidly changing consumer behaviour into account.

“The most dangerous idea is the one that we thought was the most secure one,” Mr Sompat said. “Risk-taking can lead to successful change and becoming a leader in the industry.”

Rati Pantawee, vice-president for international affairs at the Advertising Association of Thailand, said marketers could not avoid the risk of being driven by consumer behaviour, various customer markets (segmentation) and more competitors.

An annual advertising awards festival is scheduled to take place March 19-21 in Pattaya.

Under the “Be Bad” theme, it is meant to encourage the industry to create braver and more provocative campaigns.

The three-day festival will include seminars, workshops, networking events and screenings.

Thailand has the potential to become a regional hub for creative industries, Ms Rati said.