Pandemic partnerships: How Thailand’s brands have become more consumer-centric

Amid COVID-19, brands and organisations in Thailand have partnered up to quickly and efficiently provide for people’s everyday needs without having to re-develop their own capacities; Ogilvy’s Siyoree Thaitrakulpanich says brands and organisations realise they now have to really focus on the consumer and cannot get away with merely saying they care.

This article is part of a Spotlight series on how brands in Southeast Asia can develop effective marketing partnerships for growth. Read more

Partnerships through the pandemic

Like in many other parts of the world, consumers in Thailand are concerned about exposure to COVID-19. Unlike other places however,. They just want to be able to go about their day, get their groceries, exercise, work and keep in touch with friends and family – all while staying safe. In other words, they “just want to be alright” and do what they normally do.

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