Thitiphan Kamphalasiri, Managing Director and Founder, together with Thawanya Laowirulkun, Head of Client Management, and Pathompong Ruangsiri, Head of Media, the three main leaders, said that from the first day they launched the company 10 years ago, they believed digital would become the main path for advertising and marketing in the future. With the advantage of measurable results, today digital has become a mainstream trend and an integral part of people's lives and the global economy. They have worked so long they hardly realized 10 years had passed.
However, today technology enables everyone to easily do advertising work almost like an agency, along with the rise of countless Digital Creators who can act as media themselves. This has led brands to expect faster work, clear results, and the highest cost efficiency, creating challenges for digital media.
This also impacts agencies of all sizes, including advertising, marketing, and public relations firms. So, what is the essential factor that allows agencies to remain standing and grow amid intense competition and many choices?
The answer from The Secret Farm is that a digital agency must constantly move, deeply understand target audience insights and market conditions precisely, work alongside clients at every moment, help solve client problems, and be a place for clients to find relief. It must be an agency beyond a typical agency: friendly and easy to approach, yet intense with professional work and accurate data that can address every client challenge.
Decoding the DNA that gives The Secret Farm its unique identity.
Over the past 10 years, The Secret Farm has been a digital agency with a distinctive character, shaped by three key DNA elements that have driven its growth to the present day:
1. DNA of Boundless Work: Fast, Flexible, and Comprehensive. From the start, The Secret Farm developed a boundaryless work model to handle time-sensitive tasks like promoting films online. They combined creative work with strategy and in-house digital production capabilities to work quickly and flexibly, unlike early large agencies that separated creative and production.
2. DNA of Continuous Learning: The digital industry changes rapidly, including consumer behavior shifting from second screen to mobile-first and back to digital content on smart TVs. Social trends once changed yearly but now shift constantly, making it impossible to dominate as mainstream.
The Secret Farm handles this by learning and utilizing new digital tools like social listening and monitoring to analyze sentiment and insights for each target group and platform, designing solutions aligned with client goals for every campaign.
3. DNA of Experimentation and Sandbox Projects: New ideas come from their own sandbox projects to create and test innovations, such as TypeThai and meBoon.co, aimed at producing socially beneficial content in various forms. This leads to developing new work for clients.
They also launched the Open World KOLs project, starting by building a database and advising on influencer use, which evolved into an influencer management business under The Eggsplore, a network company of The Secret Farm.
Looking ahead, as everyone uses Artificial Intelligence and Machine Learning to access knowledge equally, agencies must go beyond just creating content. They need to shift from building awareness to supporting brands in making sales (conversion).
Agencies must become marketing consultants combining strategy, creativity, and comprehensive media planning. The Secret Farm defines itself as more than an agency—an Engaging Agency—with three key qualities:
Think Ahead: Agencies must always think two to three steps ahead of clients to provide accurate advice. If an agency only thinks at the client’s level, the client does not need them.
Partnership & Deep Engagement: Agencies should see clients as partners, working closely side by side, deeply understanding client KPIs through mechanisms like sharing sessions, so the agency functions as part of the client's unit.
Expertise + Friendly: While long-established agencies with broad industry experience offer expertise and confidently guide what brands should do and predict future opportunities, it is equally important to be a friendly agency—approachable and cooperative with everyone.
Over 10 years of constant change, The Secret Farm has transformed from experimental digital solutions to a foresighting and engaging agency that is friendly and ready to partner with everyone. They never stop experimenting and embrace challenging tasks to bring success to clients and all stakeholders together.
Mobile phone number identity verification service. AIS is advancing digital security standards for Thais by launching a new identity verification service called Mobile ID under the AIS ID brand—an industry first in Thai telecommunications. It uses the customer's AIS phone number instead of ID card data for online transactions, enabling identity verification for online dealings with future public and private sector services.
Examples include opening online accounts, applying for digital credit cards or online loans, and registering for various digital platforms, offering customers the convenience of verifying their identity online anywhere nationwide.
This service is regulated and complies with standards of the Electronic Transactions Development Agency (ETDA) and follows policies and regulations of the National Broadcasting and Telecommunications Commission (NBTC), ensuring users that personal data is securely protected and meets national standards.
Major awards received. Oishi Eateryum and Vantage Point, part of the food business group under ThaiBev, represented by Paisan Awasathaporn, Senior Director and Chief Executive of Food Business in Thailand at Thai Beverage Public Company Limited, attended the HUNGRY HUB: RED TABLE AWARDS 2025 ceremony and received trophies from Surasit Satchadew, CEO of HUNGRY HUB. Oishi Eateryum won the BEST CHAIN RESTAURANT AWARD.
Meanwhile, Vantage Point won the BEST BUFFET RESTAURANT AWARD. Both awards reflect their commitment, creativity, and capability in delivering excellent dining experiences and service to consumers.