Prepared to Surf the Waves of Business in 2024 MI GROUP Delivers Happiness and Good Wishes Through ‘The Surfer Kits’: The Toolkit for Navigating Persistent Change and Challenges, Guiding Every Business Smoothly Through the Uncertainties of 2024

Prepared to Surf the Waves of Business in 2024

MI GROUP Delivers Happiness and Good Wishes Through ‘The Surfer Kits’:

The Toolkit for Navigating Persistent Change and Challenges,

Guiding Every Business Smoothly Through the Uncertainties of 2024

Bangkok - December 14, 2023

MEDIA INTELLIGENCE GROUP (MI GROUP), as experts and consultants in marketing and new-age marketing communication, trusted by a conglomerate of brand clients and leading organizations, is gearing up to deliver joy and good wishes to marketers, communication professionals, and businesses, both big and small, to prepare for the challenges of 2024. This marks MI GROUP’s third consecutive year of initiative, introducing The Surfer Kits in 2024—a toolkit meticulously crafted to empower businesses in steering through the winds of change, adaptability, and persistent challenges throughout the year.

Mr. Pawat Ruangdejworachai, President & CEO of MI GROUP, emphasizes MI GROUP’s dedication to supporting and enhancing the competitive edge of business partners in elevating Thailand’s advertising industry with comprehensive marketing communication tools and a team of seasoned professionals ready to provide consultation and solutions to clients.

Developed in collaboration with dots academy and endorsed by Prof. Dr. Wilert Puriwat, Dean of Chulalongkorn Business School (CBS), The Surfer Kits were conceived under the concept of “riding the waves,” drawing parallels between uncertainties and business challenges and the undulating sea waves.

Comparing entrepreneurs and marketers to surfers who must face these waves, the toolkit serves as a guide to help businesses smoothly navigate through obstacles towards success throughout 2024, just like how surfers use technique to balance themselves through big waves.

Mr. Pawat Ruangdejworachai of MI GROUP predicts an advertising spending figure in Thailand of 87,960 million baht in 2024, a mere +4% increase from 2023 due to factors such as tourism and limited economic stimulus policies. The noticeable continuous decline of traditional media like television, print, and radio is notable, while online and out-of-home media (OOH) continue to rise, particularly platforms such as YouTube, streaming services, and content creators, driving the growth of online media in 2024.

With the most talked-about trends in marketing communication technology over the past year have been "Generative AI" and "Marketing Technology," it impacts consumer behaviors and evolving media consumption. This necessitates marketers' close involvement and analysis, enhancing efficiency through data utilization for targeted communication to improve sales from databases and new sales channels. MI GROUP acknowledges these trends as both opportunities and challenges that significantly impact the marketing sector and businesses.

Ms. Warin Tinprapa, Chief Growth Officer, expressed, “This marks the third year of MI GROUP's The Wisdom Kits initiative to share business knowledge and readiness with customers and partners, which has been consistently well-received in past years. 

For 2024, with Mr. Wichit Kunkongkaphan, Head of International Business Development, and the MI GROUP team's expertise in marketing strategy development, The Surfer Kits have been meticulously crafted under the theme ‘Be Ready to Ride Waves, Manage Changes, Seize the Right Opportunities at the Right Time.’”

The Surfer Kits encompass wisdom and intelligence:

1. “Alert”: Stay alert to your business situation by conducting a 35-question business health check.

2. “Aware”: Be aware of your brand's perception across 5 key categories evaluating brand management.

3. “Action”: Take action by initiating communication strategies with your own strategy board to create marketing and communication plans.

4. “Decisiveness”: Holistically consider crucial decisions using The Decision Card set.

“In the relentless waves of change in the business world, where the tides of uncertainty and dynamic fluctuations persist, MI GROUP remains committed to standing by and promoting our business partners’ growth. We firmly believe that the greatest gift lies in wisdom, leading businesses toward success. MI GROUP stands as ‘A Trusted Advisor,’ earning the trust of brand clients and leading organizations nationwide, supporting every business to thrive,” concluded Mr. Pawat.

For those interested, stay updated and participate in The Surfer Kits activities via MI GROUP's Facebook Fanpage using the QR code provided.