August 29, Bangkok – At R3’s inaugural marketing and procurement roundtable in Thailand, leaders from AB Food & Beverages, Accor, Coca-Cola, ExxonMobil, GSK, Mayora, McCormick, Nestlé, and TAP Group convened to delve into the latest marketing trends. The event provided a platform for insightful discussions on the strategic use of social media and AI, localizing influencer guidelines, and the critical need to integrate global strategies with regional insights.
Recent developments are prompting brands to reassess their approaches, shifting from a purely global lens to a more nuanced balance between global compliance and local market adaptation. The roundtable highlighted how leveraging influencers and social platforms, alongside AI, is transforming marketing practices. Key takeaways included the importance of incorporating cultural insights and local values into global campaigns to uphold brand integrity and enhance customer loyalty, as well as gaining a better understanding of AI’s role in marketing.
In addition to these insights, managing return on investment and optimizing resource allocation is crucial. Marketing and procurement teams should review their marketing needs and goals to ensure they can build genuine connections and achieve new heights, even in an increasingly complex landscape.
Working Together
Our consultants and strategists help marketing and procurement teams matrix their internal and agency resources so they can build marketing capability aligned to core business priorities and forecast talent needs. This includes delivering insights into the influencer, commerce and AI landscape, driving marketing excellence through setting metrics that matter, finding the best-fit partners for brand needs and benchmarking fees against industry standards.
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