Thanasorn Janekanki, former chief creative officer of CJ Worx, has launched a new Thai agency, Flash Bomber, with a team of 100+ ad professionals from around the world.

The agency claims to approach advertising in a new way – sub-culture marketing, or advertising that targets customers based on their interests and passions, rather than the standard categories of age, gender and socio-economic group.

Janekankit built a reputation for himself as a creative force at CJ Worx, winning the first Grand Prix at Cannes Lions by a Thailand advertising agency and in 2016, in TIME’s 25 Innovations list. Janekanki spent twelve years at CJ Worx, the last three as chief creative officer. He began his career at McCann at Thailand and has also worked at MRM McCann.

The agency works by understanding the nuances of sub-culture, identifying and catering to specific interests within niche groups to engage audiences and build loyalty. “As a team, we understand the diverse interests and groups that exist within the market. Selling a single product to one group is no longer enough. Consumer interests vary greatly, such as cool motorcycles, we can sell to all targets such as Harajuku teens or Amulet enthusiasts. If we know their insight and tick their point. In another case, we are the first one that sells beauty products and target to people with Mutelu beliefs,” he stated.