Planning for the Best: Being Eager to Learn Attitude with Kwunchai Pansuk

Kwunchai Pansuk is a senior strategic planner at Yell, He is one of the youngest and most skillful digital strategic planners in Bangkok.

He has a true understanding of the digital landscape with proficient digital media skills. ROI is the most important thing for clients, and he never makes them disappointed by his performance.

Some of his accomplishments include: White Square, New York Festival, and Campaign Brief Asia.

LBB> What do you think is the difference between a strategist and a planner? Is there one?  

Kwunchai> In my opinion, it’s the same. The way they call it is just evolving over time.  

To become a good planner/strategist is when you deliver a productive strategy through attentive analysis from both macro and micro point of view. Then planning for the output that is capable of contributing an effective solution to the client’s demands. 

LBB> And which description do you think suits the way you work best? 

Kwunchai> I see myself as a ‘strategic planner’ and Yell Advertising also decided to combine these two words together because the core of this job function is the strategy followed by establishing plans and directions that is best in enhancing the client’s solution just like the norm of our Yell Advertising - ‘Strategically Creative’. 

LBB> We’re used to hearing about the best creative advertising campaigns, but what’s your favourite historic  campaign from a strategic perspective? One that you feel demonstrates great strategy?  

Kwunchai> Case Study : Thai Vegetable Oil from Angoon Brand 

Usually, the soybean oil is clear and not waxy. We then take the advantage of its quality into the creation of the brand's tagline. This tactic was the first efficient move of this brand, which also resonated with people a new ideal perception of the product and became a current market leader. 

LBB> When you’re turning a business brief into something that can inform an inspiring creative campaign, do you find the most useful resource to draw on? 

Kwunchai> It’s about putting your mind and yourself in the real field. To actually participate and understand the insight of those real users is very useful for us as strategic planners to figure the best solution for our clients. Furthermore, the information online is also as important as the first step above including feedback, community, or even micro movement. These online interactions help gather the accurate consumer’s insight which then supports the communication to be more effective. 

LBB> What part of your job/the strategic process do you enjoy the most? 

Kwunchai> I might say there are actually many parts of the work that I enjoy working.  

Whether it's data analysis or behaviour research since I literally see how these processes have allowed me to learn and understand each individual better, especially those who remain in different industries and to be able to finalise the practical tactic to deliver the best solution for the clients. Besides all that, I am always enthusiastic in presenting the ideas through the presentation and inform clients about the idea and our plan. 

LBB> What strategic maxims, frameworks or principles do you find yourself going back to over and over again?  Why are they so useful?  

Kwunchai> There is no fixed formula for successful strategy. It’s all about flexibility and the adaptability one can manage to meet the context of each situation and to solve the problem by delivering the effective output. I often find myself going back to the point of WHY (The Golden Cycle) to perceive a customer's thinking method and understand the objective of each given task. 

LBB> What sort of creatives do you like to work with? As a strategist, what do you want them to do with the information you give them?

Kwunchai> Teamwork is the key. I personally enjoy working with sceptical creatives who always stay open-minded, asking questions, and willing to gain new knowledge all the time. It shows the enthusiasm and eagerness  of how they desired to learn what is needed in order to convey an effective message to the client. Once we communicate our thought process to the creative, they can apply this information to support their strategy and produce even more practical executives in each piece of work. 

LBB> There’s a negative stereotype about strategy being used to validate creative ideas, rather than as a  resource to inform them and make sure they’re effective. How do you make sure the agency gets this the right way round? 

Kwunchai> Yell Advertising is a culture. We focus on great collaboration between teamwork and communication.  Accepting and respect others’ opinion by brainstorming ideas over each team is what we always do as we believe that every single thoughts can reflect something big.

LBB> What have you found to be the most important consideration in recruiting and nurturing strategic talent?  And how has Covid changed the way you think about this?

Kwunchai> 'The eager to learn attitude'. Strategy and planning is the portrayal of an endless learning space where trends, news and information are continually updated and shared all the time. This is rather more the key factor when recruiting talent strategist and planner more than the ability or work experience. 

I personally see ‘Planning’ as an aspect. That’s why even during this pandemic period, it did not affect our work.  

LBB> In recent years it seems like effectiveness awards have grown in prestige and agencies have paid more attention to them. How do you think this has impacted on how strategists work and the way they are perceived? 

Kwunchai> I don't think it affects the way a strategist works because our goal is to personally meet the needs of our customers. If our work was rewarded, I see it as a good potential because it means that our thought did catch those award judges’ attention through the Creative team that helps communicate that creativity. Come out as a result and can be really tangible  

LBB> Do you have any frustrations with planning/strategy as a discipline? 

Kwunchai> I see it more as a ‘challenge’ than frustration. The discipline is how to consistently overcome this challenge and that’s the attractive part of this job.  

LBB> What advice would you give to anyone considering a career as a strategist/planner? 

Kwunchai> There are no fixed rules for strategy. If you want to become a potential one, you should be flexible to the trends, adaptive to current society demands, and always be ready to train yourself through what is coming. It’s ok to rest, but not to quit.