Ogilvy Thailand names new chief creative officer

Ogilvy Thailand has appointed Pete Thasorn Boonyanate (pictured) as its new chief creative officer, effective 1 March 2026, signaling a fresh chapter in the agency’s creative leadership.

In his new role, Boonyanate will lead Ogilvy Thailand’s creative output, mentor talent, and guide integrated marketing efforts across brand building and digital transformation. His appointment positions the agency to continue pushing creative boundaries while strengthening its footprint in Thailand and the wider region.

Boonyanate takes over from Gumpon Laksanajinda, who stepped back from day-to-day operations after 25 years with Ogilvy. Laksanajinda’s tenure saw the agency rise as a creative heavyweight, delivering campaigns recognised both locally and internationally.

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Boonyanate brings more than a decade of leadership across top agencies. He joins Ogilvy from BBDO Bangkok, where he was chief creative officer, having previously served as executive creative director and head of content and digital at Wunderman Thompson. His experience also includes a stint as creative director at BBDO Worldwide, alongside roles at FRED & FARID GROUP, Lowe and Partners Worldwide, and Well Done Bangkok.

"We are incredibly excited to welcome Boonyanate to lead our creative charge. His fresh perspective, dynamic leadership, and unwavering commitment to pushing creative boundaries perfectly align with Ogilvy’s ambition for the future. He has a profound understanding of modern marketing and the ability to inspire teams to craft impactful work that resonates deeply with consumers," said Jiravara Virayavardhana, CEO, Ogilvy Thailand.

She added, "We extend our deepest gratitude to Laksanajinda for his extraordinary 25 years of dedicated service. His creative passion and instrumental role in shaping Ogilvy's legacy have set an incredibly high bar for excellence, driving us to be a top player not just in Thailand, but across Asia Pacific. We wish him the very best in his new chapter."

In tandem, Reed Collins, CEO of Ogilvy APAC said, "A heartfelt 'Khob khun krub' ('thank you') to Laksanajinda, building a truly special creative legacy at Ogilvy and shaping the unique spirit of Thai advertising. And to Boonyanate, a massive, enthusiastic welcome to the team! We can't wait to see you build on that brilliant foundation and lead us into an even more exciting creative future."

Boonyanate said, "I’ve long admired Ogilvy’s enduring legacy and its powerful commitment to 'making brands matter'. It’s an immense privilege and an exciting challenge to now lead the creative team here. My focus will be on fostering a culture of brave ideas, where talent thrives, and where we consistently deliver groundbreaking work that not only solves business problems but truly shapes culture and sets new benchmarks for effectiveness and innovation for our clients."

The appointment comes amid wider leadership moves in the region. In Malaysia, Ogilvy Group announced last December that Irene Wong, formerly CEO of Grey Malaysia, would take over as CEO of Ogilvy Group Malaysia, with Graham Drew, previously Grey’s CCO, stepping into the group’s chief creative officer role.

The changes follow WPP’s restructuring that moved Grey under Ogilvy, with Kunal Jeswani remaining as CEO of Ogilvy Group ASEAN and Michelle Ong continuing as executive group director for Ogilvy Malaysia.

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