Insight: How do Chinese brands find hidden gems in advertising?

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BANGKOK, THAILAND — Where will the Chinese brand invade next?

 

The rise of Chinese brands in recent years has impacted the advertising business on a global scale. With massive spending growth, advertising agencies embraced that opportunity. But when you (dive deep) in detail, the Chinese have very unique characteristics. Many network agencies found that it was very hard to cope with the world’s best-selling mentality like a Chinese brand.

Why does a big Chinese tech company succeed in using a local agency in BKK?

Many giant companies from China have found a way to grow in the Thai market and expand into ASEAN. Thus, Bangkok is a hub for advertising people. You can have world-class ideas and productions from global agencies or local agencies here. There are many specialist services with a wide range of budgets.

Nowadays, a young and fresh local agency in Bangkok is becoming a very interesting choice. They come with a thorough local insight and social context. The best thing that marketers can get from them is a very lean and faster process than many of other a global agencies. They work like a start-up business, that’s right! It is very much like Chinese working culture. Resilient is a key success behind a Chinese business, and they need an agency that can adapt to change.

From a local to one of China’s most well-known advertising agency

In 2009, a short film “The Only One” from The ONE Card Thailand was launched in Bangkok. With a big impact from this commercial at the international festival, SPIKE ASIA. This short film was translated into the Chinese language and was a big success on China’s social media. The Chinese production company brought the original idea to remake it into a feature film. A creator, Yell Advertising Bangkok, was kept in many marketers’ minds.

CP, the biggest food company in Thailand, is a very good endorsement for this local agency. For more than 7years of working with CP in many successful campaigns, we had gained more trust in a Chinese brand.

That is why, from 2020 until now, Yell Advertising Bangkok has strengthened its client portfolio with Lazada, iQIYI, and RealMe. They won pitches for several projects with that brand. This is a giant leap from local to being the most trusted advertising agency outside China. Moreover, at the Shanghai International Advertising Festival, Yell’s Chief Creative Officer was invited to speak at an opening ceremony with almost 50,000 watchers from all over China.

The feedback from clients is very positive. Yell not only provides common services, they also find the real problem behind the brief and propose a practical way to help the brand achieve their goal at a very fast speed, so the brand can get advantage of the situation.

Here are some feedback from their Chinese client saying:

“In order to achieve the target, communication is the key. Yell has not only been provided excellent service to LazGlobal team with full support on several campaigns as always, we also didn’t work as agency and client, but work as “a team” sharing learning to find the best solution together. With their support, even more campaigns are not to be worried at all.”

Prarinya Maneewan, Senior Onsite Analyst, Marketing LazGlobal says, “I’m sure that most of us have, at least once or twice, come across a piece of an object that may look simple from the outside but surprise when we carefully see it or use it – that’s how I see Yell is. Unlike their company name, Yell are very calm and go through each step of their digital solutions in a well mannered. What really scream out about them is hidden under the layers of their works; how they passionately try to understand our business, our real challenge, and our way of workings. Yell then flexibly apply their communication framework to create an actionable outcome.

To us, results are the most important … I always proudly recommended Yell whenever a company or a friend looking for a communication partner because I’m confident that hidden scream always yell out the solution that they are looking for.”

According to Mr. Anut Pruksawad, AVP – Online & Offline Communication, Charoen Pokphand Foods PCL, a big challenge is coming. He says, “After a pandemic situation, it is a very challenging time for every brand. Chinese brands are the key players in many regions. Bangkok is also the most competitive area for marketing. What do we learn from this story? This story is about how to find the right one to help them achieve their goals. I hope you guys can find your hidden gems.”

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