We had a conversation with Pert Pongpiti Phasukyud, epica juror, journalist and founder of AdAddict, an online media publisher in Thailand. Passionate about learning, sharing knowledge, he created his online platform to spread inspiring ideas. He shared with us his insights on the Thai advertising market and more.
What inspired you to become a journalist and how did you transition into this profession?
I had no background as a journalist at all. After I graduated I was in an advertising agency, working as a strategic planner. In this field, I need to constantly update not only knowledge but also case studies. This routine of continually educating myself made me develop a love for learning and sharing. Therefore, I created a community hub, which is now an online media publisher called 'AD ADDICT'. That's how I started my journey into journalism.
What’s your role at AdAddict - and what are the latest developments there?
As founder and owner of AD ADDICT, which specializes in advertising, marketing, and creativity, I strive to do more than merely disseminate knowledge and inspiring ideas. My primary role involves nurturing innovation and creativity, which sets us apart from other players in the Thai market. For instance, we launched our own podcast channel in 2019, began a variety show and produced a music album in 2020 and 2023 we have expanded our business to a learning platform called "ADcademy".
As a member of the Epica Awards jury, how do you approach evaluating and selecting the best creative work from around the world?
I seek three primary elements in creative work: insightful ideas, compelling storytelling, and business effectiveness. I value originality that challenges norms, narratives that leave a lasting impression, and strategies that significantly impact business outcomes. The ideal creative work, for me, seamlessly intertwines these three aspects.
What distinguishes Thai advertising from other markets in your opinion?
When one thinks of Thai ads, they might recall a variety of humorous and entertaining films. However, it's not just about the comedic ones; there are also compelling narratives that could move you to tears. Thus, I believe the creative storytelling inherent in Thai ads is genuinely unique and sets it apart.
How important is the relationship between journalism and the creative community, and how can it be further strengthened?
It is a vital relationship. To strengthen it, fostering collaboration and mutual support is key. Journalists can showcase the work of creatives, while the creative community can provide unique perspectives and exclusive content. Establishing regular communication, organizing joint events, and emphasizing storytelling in journalism will enhance this bond and elevate the quality of the content.
What are the most memorable campaigns or creative projects you've covered and what made them stand out for you?
Among the campaigns and creative projects I've covered, two brands that have left a lasting impression are Heinz and Burger King. These brands have consistently demonstrated innovative thinking and strategic execution in their campaigns, showcasing the transformative power of creativity in capturing attention and making a meaningful connection with their audiences.
By highlighting underrepresented voices and stories, journalists can challenge existing norms and inspire positive change.
How d’you stay informed and updated on the latest trends and developments in the creative industry?
I utilize various methods. These include actively following industry publications, online platforms, and newsletters, attending industry events, and fostering connections within the creative community. I also embrace a lifelong learning mindset to adapt to the ever-evolving landscape of the industry.
What’s the biggest challenge facing the creative industry today – and how might it be addressed?
I think it is the continuous innovation and differentiation. It can be addressed by promoting a culture of learning, embracing emerging technologies, encouraging diverse collaboration, and emphasizing originality and purpose-driven storytelling. Strong partnerships and collaborations also play a crucial role in driving industry growth and success.
What role do you see journalism playing in promoting and advocating for diversity and inclusion within the creative industry?
Journalism plays a crucial role. By highlighting underrepresented voices and stories, journalists can challenge existing norms and inspire positive change. They can also initiate important conversations, raise awareness about inequality, and hold the industry accountable for progress.
Who are your role models or mentors in journalism and the creative world? And what’s the best piece of career advice you’ve ever been given?
My role models include industry-leading publications such as Shots, Adweek, AdAge, The Drum, Campaign Brief and Adobo. They provide invaluable insights and inspiration. And the best career advice I've received is to never stop learning and seeking growth. Embracing new technologies, attending industry events, and seeking mentorship have been instrumental in my professional development.