Revolutionising marketing communication: Poiluang Konsongsaen’s vision for the future of advertising

This post is sponsored by Platform Group.

In a dynamic industry such as advertising, innovation, creativity and meaningful connections are key to staying ahead. Poiluang Konsongsaen, CEO of Platform Group, is leading this charge by blending data-driven insights with creative strategies to redefine what it means to engage with audiences effectively. His philosophy? Advertising must go beyond awareness to build relationships, inspire action, and create impact.

Platform Group: From humble beginnings to a full-service agency

Founded eight years ago, Platform Group has emerged as a media communication agency focused on data-driven solutions and consumer behaviour research. Over time, it has expanded into branding, marketing, digital marketing, and experience design, transforming into a full-service agency known for its innovative approaches.

Positioned as a “data-driven communication agency”, Platform Group is committed to understanding consumer needs through meticulous data analysis. By integrating this knowledge into its campaigns, the agency ensures its strategies are not only effective, but also resonate deeply with audiences.

Reflecting on the journey, Konsongsaen credits his experience in Australia, where he worked as a strategist for a global advertising agency, for shaping his approach.

“Fifteen years ago, the concept of user-centric advertising was just taking root abroad, while Thailand still leaned heavily on top-down approaches,” he recalls.

“I saw the value in creating content that integrated seamlessly into consumers’ lives. This philosophy has been at the core of Platform Group since its inception.”

The power of data: A new era in creative solutions

Platform Group’s strength lies in its ability to bridge the gap between traditional and digital media. For Konsongsaen, digital is more than just another channel, it’s a dynamic ecosystem where data and creativity converge to achieve measurable results.

“Digital isn’t just about creating content or buying media. It’s about understanding where consumers are and leveraging data to shape communication strategies that influence decisions,” he explains.

“The key is fostering two-way communication – creating a social currency that people can share, adapt and build upon.”

This innovative approach has allowed Platform Group to evolve its creative capabilities, offering solutions that combine data-driven insights with imaginative campaigns. Unlike traditional advertising, which often stops at awareness, Platform Group prioritises measurable outcomes, including brand equity and genuine consumer relationships.

Micro ideas: Making big concepts personal

One of Konsongsaen’s standout strategies was the concept of “micro ideas”. While big ideas remain integral to branding, micro ideas are about making those concepts actionable and relatable for individual consumers.

“Micro ideas enable brands to become an authentic part of people’s lives,” he says. “Rather than communicating from a distance, we collaborate with consumers, creators and brand partners to ensure our campaigns resonate on a personal level.”

By focusing on co-creation, Platform Group fosters deeper engagement, ensuring brands feel more relevant and accessible.

Expanding his influence: Author, innovator, and industry leader

Beyond his role at Platform Group, Konsongsaen has taken on new challenges such as being an author. His book, Building Tomorrow’s Brand, distils years of experience into actionable strategies for creating impactful campaigns. Targeted at aspiring advertisers, the book provides a road map for navigating the complexities of modern marketing.

“When I train new employees, I emphasise creating campaigns that touch people’s lives,” he shares. “Writing this book allowed me to extend that knowledge to students and early-career professionals who want to make meaningful contributions to the industry.”

He has also been instrumental in spotlighting creativity and innovation in advertising – underscoring the industry’s shift towards prioritising impact and sustainability over the traditional metrics of success.

“Advertising is no longer just about building awareness – it’s about building relationships and driving societal change,” he asserts. “Today’s consumers expect brands to take meaningful actions, not just follow trends.”

The future of advertising: From ESG to brand doing

Konsongsaen identifies two key trends shaping the industry: ESG and DEI. He believes that brands must move beyond symbolic gestures to genuine and impactful actions.

“Consumers don’t want brands to simply ‘join the conversation’. They expect brands to contribute meaningfully and drive real change. ESG is no longer optional – it’s a fundamental part of a modern business strategy.”

Platform Group embodies this philosophy, turning traditional advertising budgets into solutions that deliver societal benefits alongside financial returns.

Blurring the lines between communication and action

As the advertising landscape evolves, Konsongsaen envisions a future where campaigns are indistinguishable from solutions-driven initiatives. For him, the ultimate goal is to create advertising that not only communicates, but also resolves real-world challenges.

“We’re witnessing a paradigm shift where budgets traditionally used for advertising are now being invested in solutions that address societal needs,” he explains. “This approach is redefining how we measure success and approach campaign planning.”

Connecting with purpose

At the heart of his work is a mission to inspire, engage and transform. Whether leading Platform Group, authoring industry-changing books or organising prestigious events, he is committed to creating advertising that truly matters.

“Communication is about understanding, connecting and creating something meaningful that changes lives,” he says.

As the industry continues to change, Platform Group stands as a beacon of innovation, proving that advertising can be more than messages – it can be a force for good.

Ready to elevate your brand and create campaigns that truly inspire? Explore how Platform Group’s data-driven and innovative strategies can transform your marketing.

Visit Platform.co.th and let’s shape the future of advertising together.