5 Minutes with… Prasert Vijitpawan
As a seasoned creative leader with a rich background in the industry, Prasert shares his inspiration for joining Leo Burnett and his vision for elevating the agency's reputation through impactful storytelling and innovative campaigns.
Prasert emphasises the importance of fostering a collaborative culture within the creative team, and discusses the evolving role of creativity in advertising amidst emerging technologies and shifting consumer behaviours.
Speaking to LBB, Prasert unpacks strategies for driving growth and success at Leo Burnett Thailand, having joined earlier this year as CCO.
LBB> Congratulations on your appointment as chief creative officer at Leo Burnett Thailand! What inspired you to join Leo Burnett?
Prasert> Leo Burnett Thailand is an agency with a long creative legacy: it is known for making world-class work, which puts Thailand on the global creative map. In this profession, finding the next “challenge” is the most important thing that keeps our passion alive for creating new things. Joining Leo Burnett is a significant challenge for me in my career, as I aim to continue the legacy of Leo Burnett Thailand for the better.
LBB> Throughout your career, you've amassed numerous awards and accolades at prestigious shows worldwide. How will you leverage your creative expertise to elevate Leo Burnett Thailand's reputation for impactful storytelling and innovative campaigns?
Prasert> I know I can't achieve this alone at Leo Burnett. Everyone must share the same beliefs, have goals, and enjoy what they do together. I want to build a team with the same belief in working together, grooming the younger, less experienced creatives with great potential.
LBB> Could you share a specific example of a campaign or project that embodies this audacious spirit and how you envision continuing this legacy in your new role?
Prasert> I think the “Krungsri Metaverrrrrr” campaign is a good example. I remember that when I first saw it, I laughed out loud, and then I re-watched it several times, even though it is a long-form film. Its entertainment value means I never get bored while watching this film.
LBB> What excites you the most about working with Leo Burnett Thailand's diverse portfolio of clients, including Nescafé, McDonald’s, and Samsung?
Prasert> Coming to Leo Burnett Thailand is a great opportunity to work with global brands. Creating ideas or telling stories for the leading established brands is more interesting for me. That was another factor in my decision to join Publicis Groupe in APAC – the Groupe is doing its best work for its biggest clients to help them solve business challenges, as opposed to made-for-award work, which is a big differentiator from other networks.
LBB> How do you see the role of creativity evolving in advertising and marketing, especially in the context of emerging technologies and shifting consumer behaviours?
Prasert> I think today, advertising isn't limited to any singular platform. Creating a successful campaign is not just about telling one story but creating a narrative that engages and captivates, encouraging consumers to talk about the campaign and remember the brand and us. I’m looking forward to Publicis Groupe’s intelligent system CoreAI, which will give us access to AI capabilities to spearhead creativity. The creative process is fundamentally changing, creatives need to become experimenters, hackers, coders, disruptors – it’s exciting.
LBB> As you embark on this new chapter with Leo Burnett Thailand, what are your primary goals and aspirations for the agency in the short and long term?
Prasert> In the short term, the key focus is strengthening the team, anchored on shared beliefs and passion. In the long term, our goal is to build on Leo Burnett’s strong reputation, both in terms of recognition and in creating brands and driving sales for our clients. We will use creativity to help brands achieve sustainable growth and make a positive impact. We are only successful if our clients are thriving. We are also only as good as our people. If we have a hungry team that never settles for less than great work, we will remain at the forefront of the industry.
LBB> How do you plan to foster a culture of creativity, innovation, and collaboration within the creative team at Leo Burnett Thailand?
Prasert> Creatives are a diverse species driven by the desire to earn trust and take pride in their work. I am fostering a friendly yet competitive environment where there is mutual respect among team members as they strive for excellence. I aim for everyone to derive satisfaction from our collective achievements and feel proud of their contributions.
LBB> What lessons have you learned throughout your career that you believe will be particularly valuable as you step into this new leadership role? How do you plan to apply these lessons to drive growth and success for Leo Burnett Thailand?
Prasert> I believe in hard work and setting standards to guide our success. When we work hard, we are likely to achieve results close to the standards we set. However, for whatever reason, if we don't meet the goals we set for ourselves, it is still a win for us as we would have worked hard through our collective efforts. If everyone thinks this way, I believe it will be a way to foster growth and success for Leo Burnett Thailand.
