The hub collaborates with internal ideas and production departments to create campaigns that harness consumers’ evolving behaviour on social-media platforms and encourage conversations between brands and consumers, the company said.
Saatchi & Saatchi has "jurisdiction" on brand content conversations, but a procedure exists covering when to contact the client if a situation requires it.
Live Creativity was created because Thailand has the highest social platform engagement in Southeast Asia, according to Mark Cochrane, CEO of Saatchi & Saatchi Thailand. Brands need to have an active presence where conversations are happening, he added.
Real-time marketing garnered much attention in February, when Oreo’s seven-word 'blackout' tweet (“You can still dunk in the dark”) stood out during the Super Bowl. Last year, Nike used the Olympics Games as an opportunity to redefine “greatness”. Through Wieden + Kennedy Shanghai, it set up a social media command centre, with creatives, strategists and community managers. Operated around the clock, it monitored the buzz to react in real time to the games.
Live Creativity by Saatchi & Saatchi Thailand has been running for three months, and has been working globally with Big Cola and locally in the Thai market with Thanachart Bank and Electrolux.
The agency is launching a new idea globally for Big Cola this week as part of its ‘Think big’ campaign. The campaign consists of a social news channel ‘The Big News Desk’, starring a happy, big-headed news broadcaster called Burt Big.
Through funny social news reports, PR stunts and ongoing social posting, Burt and his news team will report daily on the ‘Big Thinking News of the World’. Consumers can be part of Burt’s reporting team in their own countries, talk to Burt via social media, and share their own news within the Big Community.
For global campaigns, Saatchi & Saatchi Thailand has partnered with another Saatchi & Saatchi agency to manage time zones and key engagement/dialogue times. For local campaigns, it has an agency point person managing the process as well as an extensive social and content guidelines for each brand, to ensure all parties know how to respond in most situations.
The team consists of content director/editor Monta Neinberga; social planner Puntakarn Wungpaisarn; associate creative director/screenwriter Mark Clothier; digital and content producer Aitthipat Boonkumol; and social journalist Orathai Maneechot.