BBDO Bangkok taps Pathida Akkarajindanon to lead the agency’s new data-driven creative era

BBDO Bangkok has appointed Pathida “Jern” Akkarajindanon as Chief Creative Officer. Pathida joins from Wolf BKK where she was ECD and replaces Thasorn Boonyanate who recently joined Ogilvy Thailand as CCO.

Her appointment marks a significant shift in the agency’s creative direction as it moves towards a data and technology-driven “Precision Creative Ecosystem.”

BBDO will move from a traditional top-down structure to a more open, integrated approach that combines creativity with data, technology and tools from the Omnicom network.

Somkiat Larptanunchaiwong, Chief Executive Officer, BBDO Bangkok, said: “This is not a traditional CCO appointment – and that’s intentional. We believe the best work today doesn’t happen at the end of the process – it happens throughout it, in partnership with our clients – where creativity, data, and technology come together to drive real growth.”

“Our clients are navigating more complexity than ever. They need a partner who can think with them, build with them, and move faster with them. Jern brings a leadership style that is open, collaborative, and deeply connected to real business outcomes. Combined with our Precision Creative approach and the strength of Omnicom’s global capabilities, this is how we unlock the next level of growth for our clients.”

Akkarajindanon is widely recognised as one of Thailand’s leading creative leaders, ranked among the top creatives in both Thailand and Asia in the most recent Campaign Brief Asia Creative Rankings. Ranked No.3 in Thailand and No.30 overall in Asia, she also holds the distinction of being the highest-ranked female creative in Thailand on Campaign Brief Asia’s “Top 40 Most Awarded Women in Advertising.”

Her work has been awarded at major global shows including Cannes Lions, D&AD, LIA, Spikes Asia and MAD Stars.

“My role is not to sit above the work, but to be part of how it happens,” said Pathida. “To build a team where people feel ownership, where ideas are challenged and strengthened together, and where our clients are part of that process. With Precision Creative, we are bringing together the best talent, data, and technology to create ideas that are not only impactful – but truly drive growth. That’s how we create work that not only stands out – but works.

With more than 15 years’ experience across Thailand and China, her appointment marks a key moment for BBDO Bangkok as it looks to redefine its role in a rapidly evolving industry, where precision, performance and creativity are increasingly interconnected.

Throughout her career, Pathida has delivered high-impact work for brands, including KFC Thailand, Central Department Store, Tourism Authority of Thailand (TAT), Krungsri Bank, and HBO Max Asia.