This blog is brought to you by Patt Nitikarn, Managing Director of our newly opened Thailand office. Prior to this, he was SVP, Head of Brand & Strategy at Edelman Thailand, where he spearheaded award-winning brand purpose work for Dove with #LetHerGrow, Patt brings nearly two decades of expertise spanning across Japan, Singapore, and Thailand with global agencies such as Lowe, J. Walter Thompson, Cheil, and BBH.
Our Thailand operations are officially up and running. I couldn’t be more excited to bring together our team of pioneers and creative innovators with clients that share our ambition to evolve marketing for future generations.
Thailand has its own unique digital ecosystem, and is the biggest ad spending market in Southeast Asia, according to our Digital 2025 Report. Us Thais spend upwards of five hours per day online via our smartphones, higher than the global average.
But what’s driving online behaviour isn’t just platforms, it’s people and their passions. Thais are forming strong connections – on social and IRL – around shared hobbies and interests, such as music, gaming, travel, entertainment, fashion and beauty. These passion-seekers are platform agnostic, and will go to multiple channels to share experiences and recommendations.
What motivates us as a team is our ability to authentically engage with these passion-based communities – and the rich cultural diversity and vibrant local interests they represent. We are doing this in creative new ways, with innovation at the core.
Through our work for Warner Bros. Discovery’s Max, we’ve been able to bring creativity to social always-on through tapping into what matters to local communities. We sparked fandom around the recent Max launch by engaging with local cinephiles and DC fans, and for House of Dragon Season 2, we created an on-ground activation inspired by local gaming culture. To bring the show to life for local audiences, we pitted Team Green and Team Black against each other in a live game experience.
Innovation is not only helping us tell stories in new ways, but also push the boundaries of what is possible. In pioneering digital experiences for a number of the clients in metaverse communities, we’re able to not only connect brands with new audiences, but solve societal problems.
For example, we were able to expand the reach and impact of Warner Music’s social purpose program, WAVs, by taking it to the metaverse this year. The year-long program is designed to give aspiring musicians the resources they need to make it in the industry. Speaking to a young musician participating in the 2023 program, our team identified a gap that needed closing: this artist was spending nine hours every week traveling from his hometown to Bangkok for auditions. By building WAVs in the metaverse, we’ve been able to break down even more social barriers stopping aspiring artists pursuing their dream careers in music, by making it easy for Thais all over the country to participate.
It is through work like this that we’re attracting the best talent in Thailand. Already a team of 19 across creative, strategy, PR, influencer and client service, we have an incredible depth of experience and specialisms under our roof.
I’m humbled to have Nutchanun Chiaphanumas as my creative partner. As the recipient of multiple Cannes Lions and industry awards – his creative firepower is unmatched and the vision he brings to our creative team is nothing short of inspiring.
As Executive Creative Director, he is connecting our clients to his network of Thailand’s top film directors and creative talents. A world-class filmmaker in his own right, I can’t wait to see the stories and experiences the team will create together.
With our team’s collective strengths across creative, subculture, brand strategy and purpose campaigns, and the creative energy of Bangkok as our fuel, we are excited by the potential.
And we’re only just getting started.
For more information on We Are Social Thailand, visit our website.
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