Vale Sompat ‘Khae’ Trisadikun: Thai creative legend with a smile that lit up the industry

The industry is mourning the loss of one of its most respected and loved creative leaders. Sompat Trisadikun, Chief Creative Officer at Grey Thailand, passed away suddenly yesterday following a heart attack.

Sompat — known affectionately by his Thai nickname “Khae” — was a legend of the Thai advertising industry, highly respected and warmly liked by peers across the Asian ad world.

In addition to being an inspirational creative powerhouse, Sompat was a fun, charismatic presence who lit up any room with his smile. Always ready with encouragement, advice, and help, he was generous with his time and genuinely invested in the success of others. Meeting him at the many ad festivals in Thailand and around the world was always a joy and a lot of fun.

Sompat built a strong creative reputation in Asia’s creative community, amassing more than 800 international and regional awards, including Cannes Lions, D&AD, One Show, Clio Awards, London International Awards and AdFest and Spikes Asia. At this year’s Cannes Lions, he led the Grey Thailand team to win a Gold, Silver, and Bronze Lion.

He was frequently invited to judge at major global advertising shows, serving three times as a Cannes Lions jury member. In 2020, he was named in Adweek’s Creative 100 list and placed first in the ECD Rankings by Best Ads on TV.

Before joining Grey Thailand, Sompat spent more two decades at Leo Burnett Thailand, joining in 2003 and rising to Chief Creative Officer in 2012. Under his leadership, the agency became one of the global network’s shining lights.

Former Global Chief Creative Officer Mark Tutssel shared this note with Campaign Brief Asia last night, alongside this photo (above) from Cannes Lions 2007:

“I remember this day like it was yesterday, the pride I felt standing on the steps of the Palais des Festivals at Cannes Lions 2007 after Sompat and team won their first two Cannes Gold Lions for Clima Bicycle Locks. This brilliant visual masterpiece went on the win at D&AD and was the most awarded print ad and campaign in the world in 2007. The first of many world-class pieces of work to originate from Leo Burnett Bangkok.

“I had the privilege and pleasure of working with Sompat for decades. He was a prolific creative talent. A wonderful, kind, generous human being. He radiated sunshine and his dedication to his craft was second to none. Funny, insightful, curious, open and humble. He passionately believed in a strong culture and put people & creativity at the heart of everything he did. The industry has sadly lost one of the true greats.”

Singapore-based creative director Chris Chiu (below, 2nd on left) is a close friend and former Leo Burnett Bangkok and Asia work colleague and he penned this tribute:

“Although I worked with K for 2 years in the mid-2000s in Leo Burnett Bangkok, we have continually been in touch for the last 20 years. Easily enough when we were attending Leo Burnett GPCs around the region and the world, but just as easily whenever we happened to be judging at the same shows or made little stopovers in our respective countries. His friendship was fiercely loyal, and that’s what I will greatly miss.

“Effortless is also how I would best describe him. Effortless in bringing optimism, enthusiasm, and creative talent, obviously. But perhaps most of all, effortless in bringing joy. In the office and out of it, where there was K, there was fun and laughter.

“Thai creativity is well established and thoroughly deserves all the plaudits. And in that market, K will forever be amongst the names that have continued to represent all that is wonderful — for his agencies and his nation. Rest in peace, dear friend.”

And fellow Thai creative legend Jureeporn Thaidumrong (pictured above, middle) has penned this tribute on Facebook to Sompat, who left Leo Burnett Thailand two years ago to join her agency GREY nJ United Thailand and replace her in the CCO role as she stepped back from day to day duties at the agency.

Said Thaidumrong: “I’ve known P’Khae for such a long time. We started out in advertising as creatives in the same generation, beginning our careers at the same time and walking this long advertising path together.

“He was both a friend and a competitor, with a working style completely opposite to mine. While I was intense, dedicated, serious, stern, stressed, strong, fierce, and head-on, P’Khae was easygoing, kind, always smiling, polite, understanding, and empathetic — always surrounded by people who wanted to be close to him. And he’s been like this ever since I’ve known him.

“He was like a racehorse — full of experience, passion, and joy for every competition, every field — and great at playing as part of a team. Whether competing in the world’s biggest arenas or small domestic events, he was a leader filled with compassion and kindness, and also an outstanding team player with great ability and perseverance.

“He was a good, talented person whom everyone loved and wanted to be around. He had a magnetic pull that brought people together and inspired so much to be said about him.

A little over two years ago, when we were sitting and talking at House 20, we touched hands with joy and warmth. We both felt lucky to have followed the career path we loved. And secretly, I was thankful for the good fortune of having P’Khae step into my place at the company. I knew he would bring happiness, smiles, and comfort to everyone at GREY nJ UNITED, as well as to everyone in GREY Global and WPP.

“I was also quietly pleased that I had succeeded right to the last moment — to hand over my “child,” the company, into P’Khae’s warm hands. And he did the job flawlessly — even better than when I was in charge.

“This loss is too great to put into words right now. But what P’Khae has left for all of us is love, compassion for fellow human beings, and goodness in body, mind, and speech. He embodied desire, diligence, focus, and discernment — qualities that brought him success in life and the joy of pursuing his craft with intensity in every breath.

“P’Khae was the real deal in the advertising world — an icon loved by everyone. I respect you from the bottom of my heart. May you rest in a place of happiness, P’Khae. P.S. I’m sure your son is so very proud of his father.”

Sompat’s passing is terribly sad. It leaves a profound void in the Thai industry he helped shape. He will be remembered not only for his creative achievements and leadership but for the warmth, humour, humanity, friendship and fun he brought to everyone he met.

RIP Sompat.