Pathumwan, Bangkok. Sunard Mac Thanasanaksorn, CEO at Rabbit Digital Group
How to take digital business to the next level?
The dynamic of digital business has given us the opportunity to adapt and evolve ourselves over the years. As a Marketing Communications Agency, we believe in the future driven by data, customer experience (CX) and direct-to-consumer strategy. By utilizing a data-driven marketing practice using both Owned and 3rd-party data, we can improve effectiveness of marketing communications towards great personalized customer experience.
In creative strategy, do advertisers adapt to digital agencies, or do agencies adapt to advertisers?
Advertisers are still the key driver of the business, however, it depends on what industry they are and, what are they looking for. Finally, the works are still being judged and driven by the advertisers.
In a business as dynamic as digital, how do you manage to have long relationships with customers?
We have to make both long-term and short-term approach for winning strategies. Highly committed clients are being treated with fully equipped tools for future data-driven strategies while short-term strategies are to create wins in a small window period.
How do you think that there is finally an exclusive festival for independent multinational agencies and networks like WINA?
Currently, there’re too many creative festivals both on local and international level. Another festival will need to build its credential to be accepted by the creative community.
As a WINA judge, what will be your greatest requirement when evaluating the pieces?
Marketing effectiveness and creativity.
How do you see the independent creative level of Thailand in international festivals?
Still on the good rank but not as good as it was in a prior decade. Thailand’s creative community has shrinked itself since digital disruption.
Do you encourage the creative competition of young talents at Rabbit Digital? Have they won international awards?
Last year, our creative team has entered the global final round of Young Cannes. They also participate in most of the Awards Show available such as SpikesAsia, Adfest, AdStar, funded by the Company.