BBDO Bangkok puts its faith in fresh young talent to connect with market

BBDO Bangkok chief executive Somkiat Larptanunchaiwong revealed to The Nation the secrets of the firm’s success, which has not only resulted in awards but impressive earnings. 
“Our secrets are transforming BBDO Bangkok as a new-world creative agency and building fully hybrid talent to help accelerate sustainable growth,” the CEO said.
Facing up to the challenges posed by an evolving ecosystem driven by digitalisation, Somkiat, who has been in the advertising industry for decades, said his company had to have Generation Y staff who understand the new environment, learn from consumers of the same generation and generate and develop fresh ideas.
Recruitment of this young blood is needed for the transformation into the digital era. 
Even though the industry suffers from a high staff turnover rate of between 25 and 30 per cent, BBDO Bangkok is turning this challenge into an opportunity to welcome more new-generation employees into its creative house. 
“We aim to complete our mission to transform our working space to a new-world creative agency with fully hybrid talent by end of this year after we implemented this initiative at the beginning of last year,” the CEO said.
The agency’s young-generation head count represents almost 70 per cent its total staff.
Not only do the younger staff at BBDO Bangkok require a digital capability and agility in this domain, they must also understand how to use traditional media effectively. On the other hand, highly experienced employees with managerial skills must adapt to the digital mindset.
“Digitalisation is shaping the world of communications to a borderless sphere. So all of our staff have to work across borders to create new ideas and works. So there is no need to establish a standalone digital team,” he said. 
Through these efforts to develop both longer term and new talent, the company won 13 awards from AdFest-Asia Pacific Advertising Festival and four awards from One Show – the world’s most prestigious awards event for advertising, design and interactive and brand entertainment, with the ceremony held in New York.
It also won three awards at the Cannes Lions International Festival of Creativity, one award at the Clio Awards, five award at Ad Stars in South Korea, 10 awards at Spikes Asia in Singapore, and at least 30 gongs at the Adman Awards. 
“Not only does the success help create a good reputation for the company but it also brings more new customers as well as revenue. Whenever our award wins are announced, we receive direct calls from new clients,” he added. 
Accordingly, BBDO’s revenue increased 26 per cent 2016 compared with 2015. 
For this year, the CEO added that his company was committed to creating and delivering creative works driven by a combination of new young blood talent and highly experienced advertising professionals.
Another goal targeted for this year is for this creative powerhouse to develop and transform all its staff into full hybrid talent. 
Somkiat added that his company was also seeking new opportunities to provide services to new clients in neighbouring countries. 
“Currently, we are talking with a couple of clients in Myanmar and another one in Cambodia. The campaigns for those new clients are expected to rollout in this year,” the CEO said.
Moreover, BBDO hopes to encourage its clients to explore more opportunities in digital communications and increase their assignments for digital campaigns and activities to engage with new-generation consumers. 
The agency has set a conservative target of 8 to 10 per cent growth this year, mainly driven by new assignments. Currently, it provides its communication and advertising services to about 30 big-name brands such as Pepsi, Lay’s, HomePro, Samsung, Vitamilk and Visa International.