BOONYANATE STEPS INTO OGILVY THAILAND’S CREATIVE HELM AS GUMPON LAKSANAJINDA RETIRES

Pete Thasorn Boonyanate has officially joined Ogilvy Thailand as Chief Creative Officer, succeeding Thai advertising icon Gumpon Laksanajinda, who is stepping back after a decorated 25-year tenure. Boonyanate’s appointment marks a new era for the agency, following Laksanajinda’s legacy of award-winning campaigns and regional creative leadership.

Pete Thasorn Boonyanate has been appointed Chief Creative Officer of Ogilvy Thailand, succeeding Gumpon Laksanajinda, Asia’s most awarded creative in 2024. Laksanajinda retires after 25 years of groundbreaking work. Boonyanate will lead Ogilvy’s creative output, nurturing talent and driving innovation, ensuring the agency remains a regional powerhouse in brand-building.

When Pete Thasorn Boonyanate resigned from his role as Chief Creative Officer of BBDO Bangkok in November last year, industry speculation quickly turned to his next move. It was widely understood that he would be joining Ogilvy, and now the transition has been confirmed. Boonyanate steps into one of the most influential creative roles in Thailand, taking over from Gumpon Laksanajinda, a towering figure in Asian advertising who has decided to retire from day-to-day agency life after an illustrious career.

Laksanajinda’s departure marks the end of an era. Over 25 years at Ogilvy Thailand, he helped shape the agency’s reputation as a creative powerhouse, delivering campaigns that resonated deeply with audiences both locally and internationally. His leadership saw Ogilvy Thailand rise to the top of the 2023 Campaign Brief Asia Creative Rankings, while he himself was named the most awarded creative in Asia in 2024. His work not only elevated brands but also defined the spirit of Thai advertising, blending cultural nuance with bold innovation.

The appointment of Boonyanate signals Ogilvy’s intent to continue pushing boundaries. Known for his dynamic leadership and fresh perspective, he is tasked with spearheading the agency’s creative output, nurturing emerging talent, and ensuring Ogilvy remains at the forefront of brand-building solutions. His arrival is seen as a strategic move to sustain Ogilvy’s momentum and build on the formidable foundation laid by Laksanajinda.

Jiravara Virayavardhana, Chief Executive Officer of Ogilvy Thailand, expressed her enthusiasm for the new chapter. “We are incredibly excited to welcome Pete Thasorn Boonyanate to lead our creative charge,” she said. “Pete’s 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.”

Virayavardhana also paid tribute to Laksanajinda’s extraordinary contribution. “We extend our deepest gratitude to Gumpon 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.”

Reed Collins, Chief Creative Officer of Ogilvy Asia Pacific, echoed these sentiments, offering a heartfelt farewell and a warm welcome. “A heartfelt ‘Khob khun krub’ to Gumpon, building a truly special creative legacy at Ogilvy and shaping the unique spirit of Thai advertising! And to Pete, 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.”

For Ogilvy Thailand, the transition represents continuity as much as change. Laksanajinda leaves behind a legacy of excellence, but the agency is determined to maintain its position as a leader in creativity across Asia. Boonyanate’s appointment reflects confidence in his ability to carry forward that legacy while injecting new energy and vision into the agency’s work.

As the Thai advertising industry continues to evolve in response to shifting consumer behaviours and digital transformation, Ogilvy’s leadership change comes at a pivotal moment. With Boonyanate at the helm, the agency is poised to navigate these challenges and opportunities, ensuring its campaigns remain both culturally resonant and globally competitive. For many, his arrival symbolises the next chapter in Ogilvy Thailand’s story—one that honours the past while embracing the future.