See It, Be It 2024: Pulp (Nonthaporn) Ketmanee

Pulp (Nonthaporn) Ketmanee is a senior creative director at Publicis Groupe Hong Kong, where she recently joined after spending more than a decade as a creative in Thailand for the likes of Ogilvy, Grey and Leo Burnett. 

By attending this year’s See It Be It talent accelerator in Cannes, which includes mentorship opportunities, private masterclasses and more, Pulp becomes the first representative from Thailand in the programme’s 10-year history.

Speaking to LBB ahead of Cannes Lions 2024, Pulp discusses fostering diversity and innovation in the creative industry, how her team at GREYnJ United disrupted societal norms with their 'See Beauty, Not Gender' work for Pantene, and how See It, Be It will empower her to become a better mentor.

See it 

Tell us about a woman who has inspired you in your career! 

Judee (Jureeporn) Thaidamrong was the first Thai woman to win a Cannes Lion, and she took me under her wing when I stepped into a new role as associate creative director. She shared something powerful with me: 'Don't fear the smart ones; fear the brave ones’. It was an eye-opener and it gave me a new perspective – it’s not about gender, but courage. It pushed me to be bold and protective of my team’s creative vision. I make it a point to pass this wisdom to the younger creatives I now mentor.

Be it 

How have you incorporated the lessons and insights you gained from women in your life and in creative/professional fields into how you approach life and your career? 

I am very lucky to be surrounded by professional and yet humble women. Their professionalism makes them highly valued in our community. My goal is not just to raise the bar but to reset it to where it rightfully belongs, ensuring that diverse voices and perspectives are valued equally in our creative space. This approach not only enriches the creative process but also helps produce work that is truly reflective of the world we live in. If the community I am part of feels the same way, it would be a significant step forward for the next generation.

Do It 

How does that translate into the work? Tell us about some of the campaigns you've been involved in that you're really proud of. What challenges did you overcome to bring them to life? 

I am proud of the work we [GREYnJ United] did for Pantene’s 'See Beauty, Not Gender' campaign. The campaign’s impact went beyond just winning awards. Pantene decided to take the idea international, using the same approach to make a difference in society. The campaign was extended to the Philippines, Indonesia, Malaysia and all the way to Latin America. It was about making a real move towards change. 

It started with a few of us wanting to change the negative image of the LGBTQI+ community in Thailand, where they're often the butt of jokes. I saw how social media used disrespectful terms for LGBTQI+ folks, so we teamed up with Facebook to tweak the algorithms, aiming to hide or change these terms.

Our approach was straightforward: challenge the norm by showcasing LGBTQI+ people in everyday scenarios, living normal lives. The campaign sought to empower the LGBTQI+ community and disrupt societal norms. It went beyond marketing to standing up to biases, redefining beauty standards, and advocating for LGBTQI+ rights. 

It was deeply personal for me. We really listened to LGBTQI+ individuals, and moved past stereotypes to portray them to be worthy of the same respect as anyone else. 

Share it 

What messages or words of advice do you have for the next generation of women coming into the industry? What do you do to support and lift up women in the industry? 

Looking ahead, I'm hopeful that we will witness the emergence of many amazing creatives who will challenge societal norms and foster diversity and innovation in the creative industry. This represents a significant step towards breaking down barriers, not only in terms of gender but also in creating a more inclusive and exhilarating creative space. 

Personally, I am driven by the desire for a mindset shift. My aim is to share the transformative experiences I have had at See It Be It and empower myself to mentor the next generation more effectively, inspiring them to push boundaries and achieve greater success in the creative industry. 

See It Be It is a LIONS initiative aiming to achieve equal gender representation among creative directors and leaders across the global industry. The programme is open to all women, trans-identifying and non-binary people. For any enquiries, please get in touch at seeitbeit@canneslions.com. 

Further information on applying for See It Be It 2025 can be found here.