Thailand's most-awarded director reveals his secrets

November 2007

"Humor is the best way to connect with the majority of consumers, humor is like the salad that comes before the main dish or the key message." Thanonchai told participants attending his talk at TCDC.

If a Thai TV commercial makes you smile, the chances are that it was dreamed up and directed by Thanonchai Sornsriwichai, Thailand’s most-awarded director.
Thanonchai has a talent for juxtaposing humor with substance, realism and sarcasm, coming up with advertising campaigns that are not merely fun to watch but actually make the viewer think. He refers to his style as "substance-laden humor".
Thanonchai is at ease in front of a crowd at Thailand Creative and Design Center (TCDC). He's a confident speaker with a large ego and also understands consumer psychology.
"Humor is the best way to connect with the majority of consumers, humor is like the salad that comes before the main dish or the key message." Thanonchai told participants attending his talk at TCDC.
Thanonchai, 39, started work as a graphic designer with a well known design firm, as a 23-year-old architecture graduate of King Mongkut Institute of Technology. After a few years, a friend persuaded him to apply for a job as a TV commercial director at Promophobia, a sister company of Phenomena. In that time, Thanonchai was full of great ideas, but he lacked the necessary cinematographic, marketing and advertising skills to be credible as a director.
"I was under pressure from all sides, from the cameramen to the lighting crew who complained about my competency. Customers found me too much of an artist and didn't want to talk to me. After discussions, they simply said they wouldn't want my film. Or they would grimace and say 'go and shoot it'.
To overcome challenges from customers and colleagues, he says he needs a bigger ego than theirs. And that means winning as many awards as possible both at home and abroad. Then in 2003, 2005 and 2006, the Gunn Report recognized him as the world’s most awarded director of the year.
"Of course, awards ensure customers look at me and listen. But you also need a lot of experience. A good director must understand marketing problems in order to sell their products well. I no longer have credibility problems but customers are not stupid. They will only believe me if there's reason to believe."
Indeed awards and experience have helped make meetings with high-powered customers a lot easier. Today, the question most often raised by Thanonchai's customers at meetings is, 'will my product be the talk of the town?' His response is: "I don't know. But it's likely to be."
"If we understand the consumer, then it's easy for a commercial to become the talk of the town. I can assure you that the consumer wants humor; it's the best thing to connect with them. I don't give them humor alone. I also give them substance.
And there are certain "products" that Thanonchai simply refuses to touch, among them political parties and golf courses. "I hate politicians. I'd rather make a commercial about the lizard than a politician. I've been contacted, of course, but the answer is always no," he says. "As for golf courses, they destroy the ecological system!"
After such a stellar career in the advertising world, Thanonchai says he is slowly learning to be a different person. "I think my ego is getting smaller," he says. "I'm still working on it."

McCann moves regional headquarters to Bangkok

October 2007

"Our main reason is that Thailand is an emerging market where many things have improved significantly and many creative works from Thailand have shown much more added value than those from other countries," Mark Ingrouille said.

US-based global communications agency McCann Worldgroup announced that it will move its Southeast Asia regional headquarters from Singapore to Bangkok within two weeks.
McCann Worldgroup (Thailand) CEO Mark Ingrouille said the relocation was in line with the company's vision of Thailand as a promising future market, particularly in the area of advertising and communications, despite the country's political uncertainty and economic slowdown.
"Our main reason is that Thailand is an emerging market where many things have improved significantly and many creative works from Thailand have shown much more added value than those from other countries," Mark Ingrouille said.Ingrouille said that as the regional headquarters, the Bangkok office would make all significant management-level decisions and would also oversee McCann's seven offices within the region. He said operating costs and the amount of billings were not the main reasons for relocating the regional headquarters to Bangkok.
The Thai office does not contribute the highest growth in terms of billings. The front-runner is McCann's operation in the Philippines. The main reason is that Thai people have good creativity, English capability and skills. And also its business in Thailand has doubled over the past four years.
In making the Bangkok office its regional headquarters, the company has invested 180 million baht to set up a new office building, which houses eight affiliated companies; MRM Worldwide (CRM and digital), McCann Erickson (strategic consultation), Universal McCann (media), Weber Shandwick (PR), McCann Design, Momentum (experiential marketing), McCann Healthcare (consultancy) and Retail momentum (in-store).
McCann has 37 corporate clients in Thailand. New clients this year include Hundred Pipers, Goodyear tyres and Ivy fruit juices. The company generated US$165 million (5.65 billion baht) in billings last year, 21 percent up from 2005. It is aiming at 18.5-percent growth this year, despite the slowdown in Thailand's advertising industry.
McCann's growth will be driven by its consultant services, particularly in digital media as well as experiential and event marketing, which has shown good expansion. For example, its MRM Worldwide Thailand, a part of McCann Worldgroup (Thailand) which now maintains nearly 700 websites, was appointed last year as a production center for online advertising and marketing in Asia Pacific.
Ingrouille said modern consumers were consuming more on digital devices, particularly mobile phones and Internet connections. The company plans to increase its staff, particularly by hiring Internet and digital specialists who will work for digital media, from 14 people last year to 32 people this year. He added that the ideas would be applied to McCann's operations in China, India and Singapore next year.

Johnnie Walker's Human touch

September 2007

“The Android” a new TV commercial of Johnnie Walker Black Label has become the talk-of-the-town commercial for Thai consumers because it has both a very stunting visual and surprising message.

The distributors of Johnnie Walker whiskies in Thailand announced it would spend 200 millions baht on the brand's latest advertising campaign called “Human” and this campaign is aimed at securing Johnnie Walker's place in Thai market. It currently is the all-time no.1 premium whisky with a 73-per-cent share,
“The Android” a new TV commercial of Johnnie Walker Black Label has become the talk-of-the-town commercial for Thai consumers because it has both a very stunting visual and surprising message.The distributor's marketing director for whiskies said the campaign was an extension of the eight-year-long, award-winning “Keep Walking” advertisements that motivate and inspire consumers to make personal progress and do different things.
"Our new Human advertisement is quite a breakthrough and outstanding compared with previous commercials in the Keep Walking philosophy," he added.
This advertisement is again aimed at "executive-level and up-and-coming" consumers. So, its content is something smart and sophisticated.
"Johnnie Walker Black Label presents an alternative vision of the future, where we are not superseded by artificial intelligence. However far technology progresses, humanity has nothing to fear. We humans have an innate drive and creativity that cannot be manufactured. Any forms of artificial intelligence will never have power over this essential element of humanity," said marketing director.
He said the key message of the advertisement was human achievement. In the television commercial, a highly intelligent and powerful android accepts that even himself can live forever, and can do many things better than human but he cannot make himself has a meaningful life and more importantly he cannot feel. And finally the android says that he wants to have a human touch. Then, Johnnie Walker comes at the end encouraging human being to be proud of oneself and “keep walking”.
To promote this advertisement, the distributor has bought advertising time on television and digital media as well as space in publications and outdoor sites. Consumers are also encouraged to visit the website theandroid.com, where they can register their dream achievement in a "time capsule" which will then remind on a daily basis them what they promised to achieve.
After the launch, this commercial creates a good impact among Thai consumers because its visual quality looks so real, people believe this human-like android can be invented in the near future. The commercial has been voted to be no.1 favorite TV commercial by consumers in most major consumers’ websites.

Plastic cash generation

August 2007

Young Thais are embracing cash cards that come in colorful design, Young issuers say these cards are more convenient than cash and often packed with lots of discounts.

Will young Thais become the country's first cashless generation? That's the goal of two prepaid cash-card companies, both banking on young people to convince their parents and peers that plastic cash is more convenient than paper.
Young Thais are embracing cash cards that come in colorful design, Young issuers say these cards are more convenient than cash and often packed with lots of discounts.Payment Solutions Company Ltd, which issues the ‘OK Cash’ card, and Thai Smart Card Company Ltd, which distributes ‘Smart Purse’ cards, say their largest group of cardholders are young adults.
‘OK Cash’ is focusing on young consumers aged 15-25. The card provider says 400,000 are now held by its targeted youth group. ‘OK Cash’ cards are accepted where Visa and MasterCard can be used. And ‘Smart Purse’ says half of its cardholders are teens. ‘Smart Purse’ is accepted at 7-Eleven convenience stores nationwide and affiliated businesses.
Prepaid cards are becoming the currency of choice among college students, says young cardholder. "The obvious advantage is convenience, and it's also currently in trend," says University student. "It's cooler to pay with a card than with cash."
Teens are the key to these cards, just as they've been for other technological innovations, including computers and mobile phones.
"Practically every new product starts with teens. They embrace innovation long before it becomes popular with the general public," says General Manager of Payment Solutions. His company has launched different versions and designs of its cards to attract the trend-conscious teen market. "Within the next 10 years, prepaid cards will as common as ATMs are these days," predicts GM.
Thai Smart Card has spent more than 100 million baht on marketing and branding to promote its product. It has hired celebrities to pitch its card in advertisements.
"These cards are part of a global trend. Just like every chapter in human history, peoples' lifestyles change to embrace new technologies," says chief commercial officer of Thai Smart Card.
The card-issuing companies admit there have been glitches during the introductory period. "It takes time to install the hardware and get everything to run smoothly," says GM of Payment Solutions, noting that new mobile-phone services have first only been available in cities before spreading throughout the nation. "We're working hard to get it right. We want it as soon as possible so we can keep increasing the number of cardholders."
Some observers say cash cards will be just a passing fad if their issuers don't provide added value.
"This will be just another short-lived teen trend unless the issuers provide truly satisfying benefits," says Director of the University of Thai Chamber "Teens currently are drawn to the new technology and might even collect cool-looking cards to be trendy. But if the benefits of these cards remain unclear, they'll stop using them," says director, who estimates that discounts of 5-10 per cent would be enough to build a loyal base of card users.

Bangkok new lifestyle and community.

July 2007

Changes in Bangkok home-buyers' tastes, driven by high cost of gasoline, lead to the emergence of a new city high-rise community.

The number of condominium projects under construction around Sukhumvit, Sathorn and Ratchadaphisek roads in Bangkok, is the indicator of not only a new trend in city living, but also the creation of a new community of condo dwellers clustered around the routes of the Skytrain and the Subway.
Changes in Bangkok home-buyers' tastes, driven by high cost of gasoline, lead to the emergence of a new city high-rise community.This is how the high cost of fuel and transport, is changing Bangkok. The condo buyers seek, first and foremost, to reduce their transport costs. But they haven't forgotten comfort and they're eager to join a new Bangkok lifestyle.
CEO of the biggest property agent in Bangkok, Harrison Ltd., says demand for condominium units in the Sukhumvit, Sathorn and Ratchadaphisek areas has enjoyed strong growth, and most property developers have followed demand by turning away from detached housing and town houses to build condominiums in those areas.
Harrison’s survey showed as many as 20 condominium projects worth up to 15 billion baht were launched in the first six months of the year, offering units priced from 1.5 million baht to 5 million baht and representing 60 percent of all condominium projects in Bangkok. And most of the new projects are focused on the middle- and upper-income markets.
Among these new projects, Asian Property Development has launched ‘The Life’ condominium projects on Sathorn, Ratchadaphisek and Phaholyothin roads. Preuksa Real Estate will build its first city condominium project, ‘The Ivy’, on Ratchadaphisek Road. Woraluk Property is building the ‘Le Lux’ condominium on Sukhumvit Road. And Sansiri has launched its latest project, called ‘Siri’, on Sukhumvit Road. And the list still goes on.
Harrison CEO says that although the projects launched in the first six months of the year will target the middle- and upper-income markets, their main selling point remains their proximity to mass transit systems and the consequent savings in energy costs. He adds that in the first half, growth in total housing sales was less than 5 percent year on year. While condominium market growth in the first half was up 20 percent, because of the big shift in spending away from detached houses, double houses and town houses.
Asian Property Development CEO, whose company's expertise is building city detached-house and town-house projects, says the firm changed to condominiums because of consumer demand. Home-buyers are opting to buy city condominiums because of the transport convenience, plus they are concerned about their quality of life.
Preuksa Real Estate, another property firm with a reputation for building town houses and detached houses, has also diversified into the city condominium market with ‘The Ivy’, which will focus on middle-income earners. Preuksa’s president says the move was made to chase demand. However, the key to success for city condominiums is a location close to mass transit, so Preuksa's first city project is on Ratchadaphisek Road, close to the Subway.
For many property developers, the pursuit of consumer demand has caused sudden changes in normal practice. No more unexpected than the changes emerging in and around Sukhumvit, Sathorn, and Ratchadaphisek roads, where many Bangkokians will settle over the next two years to create a new condominium-based community around the city's mass-transit routes.

Miss Universe, Natalie Glebova, promotes positive thinking among Thai women to fight economic downturn.

June 2007


Natalie Glebova, Miss Universe 2005, has been appointed as a brand beauty ambassador for BSC cosmetics. Her beauty and her gesture has won millions heart of Thai people.

ICC International, the producer of BSC cosmetics, has launched a campaign with Miss Universe 2005, Natalie Glebova, as its Brand Beauty Ambassador to encourage Thai women to think positively as a means of encouraging and fighting the country's economic and political difficulties. This 40-million baht campaign, called "Think Positive Think BSC".
A company claims that female consumers in Thailand have been suppressed by economic and political uncertainty, and this has made their lives stressful.
"With the high level of stress, many women shoppers have decided to halt their spending, because their sentiment has been destroyed," said ICC International's vice president for cosmetics and perfumes.
Natalie Glebova, Miss Universe 2005, has been appointed as a brand beauty ambassador for BSC cosmetics. Her beauty and her gesture has won millions heart of Thai people.
Vice president said that last year Thailand's market for counter-selling cosmetics enjoyed good growth of 10-11 percent to 12 billion baht and ICC's sales of BSC cosmetics also increased 12 percent last year and took a 12-per-cent share of the market.
But this year, overall first-quarter sales of counter-selling cosmetics grew only 2 percent year on year, she said and added "We (BSC cosmetics) achieved sales growth of only 5 percent in the first quarter, lower than the target of 10 percent we set at the beginning of the year."
Moreover, ICC International's advertising manager for cosmetics and perfumes said the economic slow-down had affected mostly female consumers in the middle-class segment, which had seen the greatest cuts in spending. This group of consumers has been burdened with higher expenditures because of oil-price increases and has less confidence in its future.
The new "Think Positive Think BSC" campaign has been launched to encourage local female consumers to think positively and avoid negative thinking in this time of economic and political uncertainty, because this can lead to a lack of creativity, ad manager said.
"We believe Thai women can be a significant mechanism in moving this society. And if they change their point of view to the positive side, it will lead to improvements to themselves, their organizations, the country and our society," she said and adding that ICC International has appointed Natalie Glebova as Brand Beauty Ambassador and the presenter of the campaign because she is a woman who always thinks positively. "Glebova gave an interview when she was in the final round of the 2005 Miss Universe pageant in Bangkok and said the most challenging thing in her life was thinking positively about each issue."