IPG Mediabrands' Initiative appoints new Thailand CEO

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Initiative Thailand has appointed its chief strategy officer of Mediabrands Thailand, Sora Kaitkanarat (pictured), as CEO with immediate effect. He replaces former CEO of Initiative Thailand, Malee Kittipongpisal, who will continue her role as an executive business consultant for Mediabrands Thailand through 2021.

In his new role, Kaitkanarat will be tasked with spearheading the rapid expansion of the organisation's core competencies to cement its position as the brand business growth partner, using the agency’s “cultural velocity” to help clients cut-through and resonate in a dynamic and disruptive era. According to Initiative’s website, “cultural velocity” refers to the speed at which a brand interprets and responds to cultural data signals to improve its relevance with consumers.

Kaitkanarat said: “Progression and culture have always been the bedrocks of Initiative Thailand. I look forward to driving progressive solutions for our clients, and working even more closely with our business partners. Great work starts with a happy workforce and my overriding ambition is to lead Initiative Thailand to be the best place to work in the market for our talent.”

He brings more than 23 years of specialised experience in advertising, brand consultancy, and media, said the agency. Having started his career at Dentsu Young & Rubicam as a strategist before joining Lowe Thailand to lead strategy and business development in 2000 for almost a decade. According to his LinkedIn profile, Kaitkanarat had a brief stint at Euro RSCG as managing director for less than a year, before joining Mediabrands in 2012 as managing director of strategy and innovation.

Leigh Terry, CEO of Mediabrands APAC and CEO of Initiative APAC, said that Kaitkanarat is both a passionate strategist and a true entrepreneurial leader who has a track record of driving business development and innovative solutions in the Thailand market. He added that Kaitkanarat has been a strategic driving force behind the strong track record of the Mediabrands Thailand network and will continue this strong forward momentum for the Initiative brand.

Amy Armstrong, global CEO of Initiative added that Kaitkanarat's strategic foresight and strong business acumen make him the right fit for this leadership role. Tharaputh Charuvatana, group CEO of Mediabrands Thailand, added that Kaitkanarat has always been an excellent strategic consultant partner to its Mediabrands Thailand network, crafting work that delivered clients’ business growth. Charuvatana is also confident that Kaitkanarat will help build the third decade of Initiative Thailand’s success, following in the footsteps of his predecessors Wannee Ruttanaphon and Kittipongpisal.

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