In an era where the agency business is considered to be the business that has been hit the hardest during the Covid-19 Even though this business is considered a booming period and has been launched a lot. But when faced with a heavy impact inevitable during this period The more resulted in having to try to adapt to each other in the end.
Rabbit’s Tale (Rabbit’s Tale), a new digital agency. who started moving the business since 2009 until today, it’s been more than 12 years from the management of 4 young people who have different skills and aptitudes together until today Rabbit’s Tale under the big house of Rabbit Digital Group also passed on the management to ‘P. C-Sakunphak Chaiyapracha Managing Director‘ New people who will continue to use data to create business opportunities for the future.
From air hostess to agency industry
‘Sakunphak’ : When I graduated, I didn’t choose to do this line at all. Even though studying in this way But go apply as a stewardess before 6-7 years and then come back to work in the agency. Then choose to apply for a job at BBDO Bangkok. It is a junior who has to work very hard. The job description has a lot to do and work with great people. a lot as well which at that time put a lot of pressure on life at that time but must admit The severity of every angle really make us stronger
Then move to do Publicis, it will take care of the global brand. The experience of working here is working for world-class brands and our coaching supervisors are all very good. It’s another life experience that makes me feel like I have to grow up to be a person like this. People who are ready to help the team with everything. give learning ideas and teach teamwork Manage the team until we feel proud of every job that we have done.
If comparing the two work Call it a good life experience for each person. It’s a challenge like a school that teaches how to be an agency that nurtures us as we are today.
Sculpting customer work with both bang-pak
‘Sakunphak’ : With many years of agency experience Surely there will be projects that are expected to be successful, but they will fail. or not expecting That it will be known, it will be famous and hit the audience up like that. Every job is an experience that makes us as good as today.
With the experience of taking care of both Thai and global accounts What impresses us until today in each project is working as a team with different departments, for example, some projects take more time to come up with more difficult tasks to be accomplished. until we feel “Oh, what do you think?” Or some work is dedicated to hugging and sleeping until I can think of it. But it didn’t satisfy the audience like that.
At that time, we felt that the ad creation Must be creative, such as advertising a brand of candy. We feel what candy will make people feel cool every time they watch an ad. or how to mold feelings for the audience, regardless of their age can understand the same story line even though the feeling of coldness of each person is not the same
but with a narrative style Image and message creation for brands to continue in the same direction. until the audience remembers the feeling of seeing the brand that What brand of candy is this without thinking of the brand name first? Which we think that working in advertising that people remember and can use continuously is the thing that makes us impressed with that work forever.
We think that the agency profession is Another career that creates common things with a story. It’s a challenge, such as a pen. How can we make a normal pen mean or have something to be thought of first every time we make a purchase decision? which each work of each team will be successful or not It’s not just about anyone who’s good at it alone. But it is thinking and creating together of all the puzzles in the team.
One of the jobs that impressed us was At that time, I was working at Rabbit’s Tail. Live to open a new restaurant. In a large chain restaurant with a long history and a family dining restaurant. When the concept of this new restaurant is a restaurant for the new generation who loves health. which we have to convey the atmosphere to be interesting attract people to want to eat
At that time, we had to help support all parties together. And it’s the first life. big production It’s a fun exhaustion and the feedback from both the customers who hire us. And the feedback from people who have watched the live is a good direction. That gives us the impression that we want to keep working in the agency line.
It’s considered difficult. For 6-7 years ago, when we were always above the line agency, and when it came to online based on the theme of Rabbit’s Tail, which is a Digital Agency, live was the point. starting in that era But when it comes to this era where people are more skilled online Being an agency is not just LIVE, introducing products to make them known. But it has to be a strategy that meets all the experiences of people who have access to the online world and Rabbit’s Tail in hand must go beyond just traditional work.
Digital agency with a new move
‘Sakunphak’ : When Mac (Sunat Thanasarnaksorn) invited to take that position At first, I didn’t think it would be pressured. But I want to go in and help solve the problem first. Because when we came in, it was during the first wave of covid 19 We expected that after taking the position for a while, the situation would be better. But still have the impact until this year. What we’re thinking right now is trying to maintain the situation in order to get past the problem.
As for the Carry on corner, about the team, whether to create growth or to continue the business. We try not to put pressure on the team but create new opportunities instead. That is, we are going to do more party-specific services.
In the era when we started working with Rabbit’s Tale, there were enough digital agencies to launch as well. Which for us felt that the beginning was difficult. The way of thinking is still similar to the old way. But the way it works is to change it all over. If you want to describe it visually, it’s in the past when thinking about work. with familiarity with the original style We will think above the line, look at the big picture, invest 10-20 million baht. But the broadcast channel has only one place, which is advertising on TV.
But enough of a digital job People are not willing to invest much. because it is seen that productions do not need to be high Using a cell phone to take a photo is enough. Did not care much about the quality of work. But to expect high creativity in the work And invest a lot in media because I want people in the online world to see a lot of work on social media.
Nowadays, more and more customers focus on media spending than creative work. By focusing on services in the area of media more. both planning and purchasing media with efficient work
but in the end because we are creative agency There is no way we can leave the creative side. but will change from just video or Key visual to more Social content
“In our corner, I want to make Social media of the customer More fun, better communication, do content to better match the brand’s target group, as well as Mae Pranom chili paste What people might think is a brand of old women selling chili paste and the brand will probably lose its fun over time. But the new image of Mae Pranom There will be brand building together. is to make brands have fun with real time content Assembled with package adapted to the times and consumers It is a flooring to reach new customers. that is becoming the brand’s new customer base.”
Use data to strengthen the agency
With the behavior of modern people who use more digital Use social media to reach your brand. or even living connected both online and offline The future plan I want to do at Rabbits Tail is to leverage the data.
Rabbit Digital Group will have subsidiaries in all 5 areas that will be added together, namely Rabbit’s Tale (agency), Moonshot (public relations), The Zero Publishing (media), Code & Craft (design company), and Alchemist (data). We believe that it is the strength that will make the business move forward attractively.
‘Sakunphak’ : “At first we speculated that tattoo 1-2 covid year-19 Should be relieved, everyone can come out and live a normal life. We would like to start gradually. Transform Rabbit into a Creative Plus Data Agency, bringing data to work from strategy to creative creation. To make that work meet the needs and reach consumers with the right”
Now, I aim that after the covid is over, I will do more data driven because every brand will have First data in hand. But how to make use of the data to benefit? We have a team. ‘Alchemist’ added that we believe that cooperation We will be Super Saiyans.
Why we team up with Alchemist to work for our clients Because now many brands are interested in using data as a strategy more. Or some brands use Social listening tools. To listen to the voice of customers whether they are satisfied with the product or not, or are dissatisfied in what aspects of the product and service.
like BBQ Plaza able to cope with various situations very well, even when faced with a crisis because he knows the rhythm of communication Promoting in a timely manner resulting in continued sales which to do something like this It is to have information at hand and know how to use it.
If you don’t have the information on hand, it’s difficult to launch a campaign or create a marketing strategy that will resonate with your customers. But it’s not that it can’t be done. If there is no information on hand We can use information from social media or pages that we have on hand. but must know the basic information of the customer first Because at least he will know which way his Journey is going. And how should you start approaching your target customers? Or where is the brand’s leak point?
For example, one electrical appliance brand that we used to take care of. By listening to voices from social media, it makes sense that His after-sales service is not that good. Then we go in to help improve communication. and develop products to attract more customers Because in this era, information alone is not enough to be useful as well. And brands in Thailand still use very little data.
Data adoption is not new. like collecting personal information of customers customer purchase behavior To analyze and launch campaigns, promotions, stimulate the market, that’s it. But that’s enough for the online world. Not just personal information But there will be information about behavior, spending, satisfaction. These will be the voices that come together.
All marketers are aware of the importance of data. but the ability to apply it is still low Or brands that are good at using data are still only a few percent. Compared to marketers of FMCG products, they may not be able to compete with e-commerce groups. Because online businesses or people who have been working online all the time, they will be more familiar with using data.
Therefore, if marketers or brands who want to take action will create work with both media. and all-in-one data Try contacting Rabbits. Our Tel.
Disclaimer : Thumbsup is a website of The Zero Publishing, a subsidiary of Rabbit Digital Group.
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