The advertising industry is undergoing significant transformations as it faces the challenges and opportunities of 2025. Notably, insights from two influential figures in advertising shed light on the evolving landscape: Phak Wansiri, the Chief Creative Officer of VML Thailand, and Wuttisak Watcharathum, founder and director of Factory 01. Both industry veterans participated heavily at the AD Fest 2025, shaping the direction of creative marketing in the upcoming year.
As we approach the end of March 2025, Phak emphasizes the importance of maintaining a balance between Artificial Intelligence (AI) and Human Connection. Last year was highlighted as a pivotal year for AI, emphasizing its role in creative processes. However, it is crucial for brands to remember that the heart of marketing remains rooted in genuine human connections, a theme Phak believes will be prevalent this year. "AI is not meant to replace human creativity; rather, it should be a tool to amplify our capabilities and reach consumers more effectively," he stated.
Phak also pointed out that brands deploying AI effectively can create campaigns that deeply personalize experiences and evoke emotional responses from customers, rather than relying solely on data-driven approaches. Another significant trend he noted is the rise of Social-Driven Marketing. Social media strategies have become vital for brands, and successful campaigns will now require an expansion beyond just social posts to other channels, such as Out-of-Home (OOH) advertising, Influencers, and Retail Media.
“Today, successful campaigns are no longer one-off social posts; they need to elevate further across platforms such as billboards or actual storefronts,” he added. The emphasizing of an Omni-Channel Strategy will be critical, ensuring that all channels work seamlessly together. Brands need to create comprehensive marketing approaches integrating all touchpoints.
Beyond creativity, Phak stressed that in 2025, advertising creativity must correlate with sales conversions. Every campaign should lead toward measurable outcomes. Therefore, this year will not just focus on brand awareness but should also ensure that advertising translates into sales. “Every brand needs to assess how their advertising translates to conversions or sales; it’s not enough to just create a buzz and walk away,” he warned.
Tools like TikTok Shop, KOL reviews, and Live Commerce have emerged as essential instruments for facilitating actual sales and not just heightening brand recognition.
As we delve into 2025, it also appears that AI and Human Connection will continue to be at the forefront. Phak recognizes that the use of AI and automation will become increasingly standard. The brands that thrive will be those harnessing AI creatively, not merely to simplify tasks but to foster deeper connections with consumers. Meanwhile, Wuttisak shared his perspective from 2024, noting a significant expansion in the Thai advertising industry, especially towards the latter half of the year, when demand surged to a level where “finding talent became extremely challenging.”
The growing need for video content over other forms of advertising marked a significant shift, as Wuttisak revealed that “the production rate for video content was notably higher than previous years,” underlining that brands are now prioritizing engaging video as a means of outreach and retention. Social media and streaming platforms have become the preferred channels for this influx of advertising, urging brands to adopt a mix of online, offline, and influencer strategies into their campaigns.
In terms of creative direction, humor has emerged as a significant trend for 2025. Wuttisak pointed out that Thai-style comedy advertising has gained international attention, making it more appealing to markets outside of Thailand, particularly in Asia and the West. “Thai humor is extremely universal, appealing to both local and international audiences,” he explained, noting that international clients are requesting more of this comedic style.
Still, challenges remain, especially with regards to client approval processes in foreign sectors that hinder spontaneity and authenticity in creative expressions. “International clients want Thai humor, but their approval processes can dilute the punchline's effectiveness,” Wuttisak lamented.
As we navigate further into 2025, Wuttisak emphasized that demonstrating the core essence and uniqueness of Thai comedic talent is vital if Thailand is to establish itself as a hub for Comedy Advertising on a global scale. He urged for continued efforts in enhancing the industry's standards to foster a clear and impactful framework for marketing humor.
Moreover, the ongoing evolution of video marketing is unlikely to wane, as Wuttisak reiterated that despite rapid growth in social media marketing, video is still considered the premier communication tool in advertising. “Any media may come, but ultimately, ‘video’ is still the best means of conveying emotion,” he stated, advocating for Creative Storytelling that transforms advertisements into content audiences want to watch instead of simply bypassing through ads.
Looking ahead to 2025, the Thai advertising industry stands at a pivotal juncture. Challenges like the lengthy client approval processes, cultural nuances in humor, and competition from international markets must be addressed. Yet, opportunities—especially the growing appreciation for Thai comedy abroad—abound. Wuttisak concluded, “If Thailand aims to become a leader in Comedy Advertising globally, we must find pathways to maintain our unique identity.” The momentum for the Thai advertising sector is palpable, and its ability to blend creativity with genuine human connections will determine its success in capturing both local and international attention.
