CLIENT
Grab
1. Sulin Lau - Regional Head of Marketing & Brand
2. Piyanoot Akkarathammakul - Assistant Marketing Manager - OneGrab, TH
3. Manita Sriprasert - Marketing Executive - OneGrab, TH
4. Panicha Chaisingharn - Fintech, TH
5. Malinee Kulrakumpusiri - Creative Lead, TH
6. Patsawut Kaewmafai - Art Director, TH
7. Kantanat Wannawiroj - Creative Specialist, TH
AGENCY
1. Phairat Uaphadunglert - Creative Director/ Founder
2. Kullawat Srikrisanapol - Association Creative Director
M&C Saatchi Performance London
1. Annieke Puylaert - Senior Marketing & PR Manager APAC & Global
SUMMARY
“SmallBiz-washing” (yes, it’s a thing). Like “Greenwashing” deceives consumers that a firm’s products help green the planet, Smallbiz-washing campaigns are designed to bolster a firm’s reputation, without making any real difference to small-business owners. During COVID, brands spent millions on small business marketing but 40% of Thai small businesses were still at risk of closure. Since survival of these food vendors, bakeries, and shops were critical to Grab’s own prosperity, we went beyond usual surveys and listened to real SME heartaches to understand precisely what support they really needed.
