BBDO Bangkok picks new chief creative officer

BBDO Bangkok has appointed Pathida “Jern” Akkarajindanon (pictured center) as its new chief creative officer, signalling a shift in how the agency approaches creativity. Rather than a conventional top-down model, BBDO Bangkok is moving towards an open, "Precision creative" ecosystem that brings together talent across disciplines. 

Akkarajindanon is recognised as one of Thailand’s leading creative talents, combining award-winning creative work with strong business acumen. Over 15 years, she has built a career across global agencies in Thailand and China, most recently serving as executive creative director at Wolf BKK before returning to BBDO Bangkok.

She was also group creative director at Leo Burnett Group Thailand and creative group head at J. Walter Thompson Worldwide. 

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Her portfolio includes high-impact work for brands such as KFC Thailand, Central Department Store, Tourism Authority of Thailand, Krungsri Bank, and HBO Max Asia. 

“This is not a traditional CCO appointment and that’s intentional,” said Somkiat Larptanunchaiwong, chief executive officer, BBDO Bangkok.

“We believe the best work today doesn’t happen at the end of the process, it happens throughout it, in partnership with our clients, where creativity, data, and technology come together to drive real growth. Akkarajindanon brings a leadership style that is open, collaborative, and deeply connected to business outcomes," added Larptanunchaiwong.

Speaking on her appointment, Akkarajindanon said that her role is not to "sit above the work but to be part of how it happens." 

“To build a team where people feel ownership, where ideas are challenged and strengthened together, and where our clients are part of that process. With Precision Creative, we are bringing together the best talent, data, and technology to create ideas that not only stand out but truly drive growth," she said. 

BBDO Bangkok’s move to redefine creative leadership echoes a broader pattern across the BBDO network in Asia.

Just last month, BBDO Hong Kong strengthened its creative firepower with the appointments of Oliver Davis and Huey Wong as group creative director and creative director, head of art, respectively.

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