Embracing "The World's Advertising Window": Yell's Vision for International Growth in Shanghai
This year, one of the most talked-about speeches at the prestigious Shanghai International Advertising Festival (SHIAF) was delivered by Ohm Dissara, CEO of Thailand's leading advertising agency, Yell. Fresh off the launch of Yell Shanghai—its second office in China following Yell Beijing and the seventh across six countries in Asia—Dissara took the stage to share his groundbreaking vision.
Speaking during the forum 'How Chinese Brands are Going Global,' alongside Mr. Michael Ross, group senior vice-chairman of Charoen Pokphand Group and co-chairman of CP Commercial Real Estate, and Mr. Yao Li, president of Tailing Group, Dissara outlined his strategy to position Thailand as “the world’s advertising window.” His vision centers on leveraging Thailand’s appeal as a global hub, attracting over 27 million visitors last year alone, and using it as a springboard for Asian brands to reach international markets.
Dissara highlighted that this ambition aligns closely with Thailand’s national strategy to promote Soft Power, where Thai advertising has gained significant recognition. Known for its creativity and cultural relevance, Thai advertising plays a vital role in enhancing the country’s global influence. By establishing Yell Shanghai, Dissara aims to build on this momentum, offering a bridge for Chinese brands to enter Southeast Asia and beyond through Thailand.
Yell Shanghai will be at the forefront of supporting Chinese brands in their global expansion, leveraging Thailand’s strategic positioning and cultural influence. The insights shared by Dissara quickly gained traction, spreading virally across major Chinese publications and generating widespread media coverage across the country.
This marks a significant milestone for Yell Advertising, reinforcing its position as the fastest-growing agency in Asia. Yell’s unique approach goes beyond traditional advertising—it empowers businesses to scale across regions, while contributing to Thailand’s role as a global leader in Soft Power initiatives.
