In the vibrant heart of Bangkok, Grey Thailand has emerged as a beacon of innovative communication, challenging societal norms and addressing pressing public health issues. Under the visionary leadership of Executive Creative Director Santi Tubtimtong, the agency has crafted groundbreaking campaigns that not only captivate audiences but also drive meaningful change.
From destigmatizing condom usage in a traditionally conservative society to ingeniously highlighting hospital overcrowding through the #A4SpaceChallenge, Grey Thailand exemplifies the power of creativity in reshaping perceptions and inspiring action.
In this exclusive interview, we delve into the creative mind of Santi to uncover the inspirations, challenges, and philosophies that drive Grey Thailand's success. Santi shares insights into the agency's unique approach to storytelling, the integration of AI into their creative processes, and his vision for the future of the advertising industry.
How was your company born and where are you based?
Grey Thailand was established as part of the global Grey Group network, bringing international creative standards to the Thai market. We are based in Bangkok, Thailand.
What was the biggest challenge to the growth of your company?
Clients’ lack of understanding of the modern world while being attached to traditional work approaches.
Which was the first huge success that you can remember?
A campaign encouraging Thai people to carry condoms, which was previously considered shameful and taboo in Thai society.
What’s the biggest opportunity for you and your company in the next year?
Integrating AI into our workflow and creative processes.
Can you explain your team’s creative process? What makes it unique?
Finding fresh insights and focusing on what impact the campaign will create for our target audience, not just what we want to say to them.
How does your team remain inspired and motivated?
The desire to see our creative ideas come to life and make a real impact.
How has COVID-19 affected your company?
Adjusting to separate work time from personal time when working from home.
Which agencies do you gain inspiration from? Do you have any heroes in the industry?
I don't have heroes, but I both admire and envy everyone behind the work that I love.
What is one tip that you would give to other agencies looking to grow?
Don't be like everyone else.
How do you go about finding new clients/business? (Pitching, work with retainers, etc.)
In Thailand, we're constantly pitching for new business.
What’s your one big hope for the future of the industry?
That AI doesn't take over our jobs, but instead operates under human creative direction.
Can you share a defining moment in your company's journey that shaped its identity or direction?
The effort to break free from the perception of being a traditional agency.
How do you foster a culture of innovation and experimentation within your team?
I tell them to do whatever they want, and if I disagree, they can secretly pitch it to clients anyway.
What measures do you take to ensure diversity and inclusion are prioritised within your company?
We win with ideas that no one can argue against, not because of hierarchy or status.
Can you describe a project that challenged your team creatively and how you overcame any obstacles?
The A4 Space Challenge required us to communicate a serious healthcare capacity issue in a way that would engage younger audiences. By creating a social media challenge where four individuals stand on an A4-sized paper, we transformed a complex problem into an engaging, shareable concept.
How do you balance maintaining your company's unique creative voice while meeting the diverse needs of clients?
I don't waste too much time. If we can't do great work, we just provide service and take the money.
What strategies do you employ to adapt to changes and trends in the industry while staying true to your company's values?
I'm not attached to anything, because I simply want to do good work.
Can you share a memorable client success story that exemplifies your company's approach and impact?
The A4 Space Challenge campaign for Ramathibodi Hospital Foundation achieved remarkable results with a +133% increase in donation value, +36% increase in number of transactions, 3.3 million total impressions, and 107K total engagements.
In what ways do you invest in the professional development and growth of your team members?
We hold workshops regularly.
How do you approach sustainability and ethical practices within your company's operations and projects?
I will report to the police myself if anyone breaks the law.
Can you discuss a time when your company had to pivot or innovate in response to unforeseen challenges, and what lessons did you learn from that experience?
I am Buddhist, and whenever something happens, I believe in the principle of non-attachment.
Do you have any websites, books or resources that you would recommend?
I enjoy browsing Buddha amulet auction websites. Are you interested in that?