Q&A with Pulp (Nonthaporn) Ketmanee, the first to represent Thailand at See It Be It 2024

Cannes Lions has selected 19 women and non-binary people from 14 markets to take part in See It Be It. This year, Pulp (Nonthaporn) Ketmanee will represent her native Thailand, as well as her new agency, Publicis Groupe Hong Kong.

See It Be It celebrates its 10th anniversary this year – a Cannes Lions initiative that aims to achieve equal gender representation among creative directors and leaders across the global industry.

Pulp (Nonthaporn) Ketmanee is the first person to represent Thailand, which means she will attend an exclusive four-day mentorship programme during this year’s Cannes Lions International Festival of Creativity, taking place from 17-21 June 2024.

Campaign Brief Asia caught up with Pulp to learn about the selection process, and what she’s most looking forward to. She is relocating to Publicis Groupe Hong Kong as Senior Creative Director from Leo Burnett Thailand later this month.

Why did you apply to be part of See It Be It 2024?
When I discovered the See It Be It program, I hesitated at first – I was nervous to apply due to concerns related to my culture. In Thai culture, people tend to be more private and it is less common to share anything personal as it may be perceived to be drawing unnecessary attention.

As a genderless creative in Thailand, my appearance doesn’t quite align with typical Thai beauty standards, posing its own set of challenges. With short hair and oversized clothes, some clients hastily assume I’m a tomboy, casting initial doubt on my ideas. Despite these hurdles, my success consistently speaks for itself. I have opted for a gentler approach when I communicate that transcends my appearance and gender, and it has worked well.

Even so, I’m curious to learn how to navigate such situations.

How would you like to change our industry for the better?
I just want to help create a place where everyone’s creativity is appreciated, no matter where they’re from or what their gender is. Let’s make creativity a language that connects us all, breaking down barriers.

I also believe in sharing the power of human creativity, especially in a world full of global issues that impact everyone. Through teamwork, I hope to inspire others to see how their creativity can make the world a better, more inclusive place.

That’s why I’m excited to join See It Be It – it means committing to a creative family that embraces everyone, celebrates differences, and shows how human creativity is super important in our fast-changing world. I hope what I learn from this programme will shape me and guide me to have the courage to guide others too.

What does creativity mean to you?
I genuinely believe that creativity has the power to shape the world, even if it’s just a little. I’m not aiming to change the whole world; I’m more focused on sharing with younger creatives, working together, and learning from each other. It’s a ‘we’ effort, not just one person with a bold idea.

When I pitch ground-breaking campaigns to clients, I like to weave in elements of pop culture. It’s my way of making a brand campaign that’s not just about business but also about making a positive mark on society. Each project teaches me something new, giving me the energy to share it forward.

Looking ahead, I’m hopeful that we’ll see many amazing creatives challenging societal norms and making the creative industry more diverse and innovative. It’s a step towards breaking down barriers, not just in terms of gender but also in creating a more inclusive and exciting creative space.

Tell us more about your role?
As a Senior Creative Director, I try to go beyond the usual. I see my role not just as a leader but more as a guide, trying to foster a community of empowered, empathetic, and resilient creatives. Mental health matters to me. I want the workplace to be a space where emotions matter, and we can openly talk about well-being and support each other to handle the unique pressures in our field – this is something I will take with me to my new role in Hong Kong. I always want to be part of a creative space driven by compassion and a commitment to making a positive impact.

For more information about See It Be It, visit: https://www.canneslions.com/initiatives/see-it-be-it