The ad agency BBDO Thailand expects to make more ads related to corporate social responsibility (CSR) as brands shift their focus to the subject.
The New World Creative concept is a collaborative innovation. Creativity will become a key element of ad work and can be applied in many media outlets.
The media must adjust to evolving consumer lifestyles. The various forms of media can be integrated or spawn new forms to deliver a brand's message.
"Brands are increasingly concerned with CSR to achieve their goal as sustainable brands," said chief executive Somkiat Larptanunchaiwong.
Advertising is not only about sales. It also makes a social impact and moulds consumer behaviour. Ad writers should understand the society and incorporate their knowledge in the brand's direction.
A CSR campaign must be carried out in view of the consumer lifestyle, an entirely different concept from existing campaigns on TV today.
Suthisak Sucharittanonta, the chairman and chief creative officer, said the driving force behind New World Creative is engagement of consumers with brands via easy execution and understanding.
Many successful campaigns exemplify the New World Creative concept.
"Take HomePro's campaign as a good example," said Mr Suthisak.
"The company uses plywood boards to make outdoor billboards and signs upcountry. Many rural people like to collect the plywood boards to assemble as part of their shelter after the campaign is over."
BBDO then suggested HomePro use better-quality boards so people could use them for better walls and ceilings.