FROM BACKPACKERS & TUK-TUKS, TO DIVERSE CULTURE & WORLD CLASS BARSMARK HADFIELD / LUKE NATHANS / GRAHAM VAN DER WESTHUIZEN / ASAWIN ROJMETHATAWEE
When Westerners think of Thailand they inevitably think of the clichéd perception: The Hangover movie, backpackers and sunkist beaches.
But with Thailand embracing the diversity between traditions, culture and modernity it’s time for bold brands to change these perceptions.
Join Beer Chang and their lead agency, iris Worldwide, as they take you on a journey of how they are reversing the West’s march on the East, and instead taking a proud Thai brand boldly to the West to dispel these perceptions.
Specifically, the team will discuss several areas:
- New Thailand vs Old Thailand - Just what did Beer Chang do to shift Western perceptions of Thailand from backpackers to the world’s top bars and establish a new Thai identity?
- Cross cultural team success – How iris services Beer Chang across diverse markets such as Thailand, Singapore and Australia to support this altering perception toward Thai brands.
Mark Hadfield heads up the strategic output of iris across the APAC region based out of Singapore. He works across a range of clients including Chang, Shell, Philips, Samsung and LEGO. He believes in simplicity from complexity, and the power of Participation Brands to drive extraordinarily effective work
A brand experience expert Luke heads up iris across Asia Pacific. With over 20 years’ experience across Advertising, Brand Strategy, Design, Brand Experience, Digital and Social. Luke has been integral in introducing and growing iris in the APAC the region. Now he enjoys creating ‘participation brands’ with his fearless partners and Clients such as Samsung, Philips, Lego and Chang Beer.
With 9 years in agency Account Management Graham now leads a growing iris Bangkok team and is focused on driving an ambitious growth agenda throughout the network and in Thailand, specifically. A relationship man at heart, Graham has the knack to influence people and outcomes leading to innovative ideas that build brands for clients such as Chang Beer, Philips and Shell.
Asawin Rojmethatawee is currently the Communication & Media Director at Chang International Co., Ltd. but has a diverse background covering Brand ID Consultant, Bar Owner and DIGI Enthusiast.