As part of an ongoing series highlighting young talent in the industry, Branding in Asia presents “One Under 30” – a special feature that focuses on up-and-coming talent in the ad world, one person at a time.
This week we talk to Kunat Chaengcharat, Senior Copywriter at Wunderman Thompson Thailand.
Over the course of our conversation, he talks about how he got his first break in the industry, what he enjoys most about the work, as well as what he doesn’t like about it, how manga inspires him, and more.
Name: Kunat Chaengcharat
Company: Wunderman Thompson Thailand
Position: Senior Copywriter
Hometown: Ratchaburi, Thailand
Current Location: Bangkok
Education: Media Arts, King Mongkut’s University of Technology Thonburi
How did you get your first break in the industry?
After graduating from Faculty of Media Arts, I learn about Animation & Visual Effect which is not related to the advertising industry, so I decided to work as an art director trainee at Creative Juice/Bangkok.
However, I was interested in copywriting, and when I decided to make the career switch, I moved to Wunderman Thompson
What is your personal mantra?
Flexibility and open-mindedness are my key priorities that push me to be a better person and be prepared for future issues, from my work to just the simple act of meeting with new colleagues.
From what person, place or thing have you drawn your greatest creative inspiration?
Actually, the people who motivate me the most are many characters that are conveyed through movies or manga, where those characters face different problems and find solutions to get through them. Those characteristics inspire me that I should not give up on any issue.
What do you love about the job?
The part I like most is when I present my idea to clients. It’s a terrifying hit-or-miss moment when I realize that everything I had done could be approved or rejected. If my idea is approved, I feel great and proud that it will actually come to fruition.
What about your job are you not so crazy about?
During WFH, I didn’t see anyone’s face, and I could not figure out what’s the client’s reaction after presenting my ideas. I see it as a new challenge that I will need to adapt to and find a solution to.
What is some work you’ve done that you’re most proud of?
After 2 years of this Covid-19 situation that has forced lots of small businesses and services to suspend operations, there is nothing these businesses can do except hope for their re-opening.
And when the time to re-open comes, the small businesses can’t compete in the rapidly changing society and the even more aggressive online marketing scene. Dtac and my team revolutionized the reward program and introduced “#GoodForAll Reward”, a CRM program that transforms exclusivity into inclusivity.
We help small businesses to join Dtac rewards after 2 years of business suspension and to use the platform to connect with more than 10 million Dtac users.
Therefore, I am most proud of this project.
If you had to choose another career what would it be?
I want to be a Craft beer entrepreneur and build my own brand which pushes for Thai Craft beer industry freedom. I think it should help many Thai farmers export their products and make their lives better.