Wunderman Thompson and VMLY&R Unite to Form VML Thailand

ML Thailand's Parattajariya ‘Jammy’ Jalayanateja, Chief Executive Officer (in the middle); Thitirat Tantirittisak, Managing Director (seated 2nd from left); Park Wannasiri, Chief Creative Officer (seated 3rd from right); Sakila Banyen, Strategic Planning Director (seated 2nd from right; and Ekaluck Charanvas, Analytics Strategy Director and BAV APAC Champion (standing 3rd from right).

VML became the industry’s largest creative company, combining BX, CX and Commerce at an unprecedented scale.

VML Thailand became the hub of world-class strategists, creatives and technology, boasting 'GLOCALization' strengths in providing end-to-end creative solution services to help boost sales and add value to brands under the leadership of Parattajariya ‘Jammy’ Jalayanateja as Chief Executive Officer.

Bangkok (24th June 2024) – When WPP announced a major evolution in its offering to clients with the merger of Wunderman Thompson and VMLY&R, the combined entity, known as VML, became the industry’s largest creative company. In Thailand, VML is set to drive business growth for clients with ‘One Team’ culture—being the partner who works as one team with each client from the start towards achieving success together.

VML unites two of the most awarded creative agencies in the world, each with world-class commerce, customer experience and marketing technology capabilities. VML is equipped to support clients on creative brand growth strategy and transformation initiatives, all powered by best-in-class data operations, technology platforms and partnerships with leading technology companies. It also provides an exceptional offer for companies in every business sector. The breadth of legacy expertise has been recognized by technology partners – including Acquia, Adobe, Braze, Salesforce, and Sitecore – and by industry analysts. Wunderman Thompson and VMLY&R were among the companies recognized by the Forrester Wave™ Reports naming WPP as a ‘Leader’ in Commerce Services, Global Digital Experience Services, Global Marketing Service Providers and more recently Marketing Measurement and Optimization.

In Thailand, the consolidation brought together Wunderman Thompson Thailand, named Agency of the Year four times in a row, and VMLY&R Thailand, who bagged six major awards at Asia eCommerce Awards 2022, to form VML Thailand under leadership of Parattajariya ‘Jammy’ Jalayanateja as Chief Executive Officer. With the scale of their combined capabilities, VML Thailand is poised to take Thailand’s agency circle to new heights through its end-to-end creative solution service that marries the power of world-class strategists, creatives, data analysts and technology to create brand experience (BX), customer experience (CX), and commerce (CO) that will seamlessly lead to customer conversion. The approach has been proven through successful CX creation for leading companies and brands that resulted in solid performance across cross-selling, up-selling, great consumer approval at each touchpoint, and effective customer retention, evident in 2% up to 7% increase in sales, 1% up to 2% higher profit, and 7% up to 10% rise in return on equity*—a truly groundbreaking development that will shape the future of modern marketing.

VML TH PR Merge Group Shot — Source: McKinsey 2023

Drive Success with ‘One Team’ Culture

According to CEO Jammy Parattajariya, being ‘One Team’ is a unique way VML Thailand works as the agency partner of each client.
“It is a culture all of us at VML Thailand uphold in our professional relationship with clients. The idea is to support them as if we are part of their brand teams, working with every team and every partner as one team dedicated to the interests of clients. Using this approach,

we often develop a special level of familiarity with work styles, business directions and intents of our clients. In many cases we help them identify challenges and opportunities without being briefed, using data, deep analytics, and our tools to support them with their planning by doing it together. In many other situations we would study clients’ briefs, collect and analyze data using our tools to make sure we identify the challenges as well as consumers’ unmet needs and concerns.

From there, we would be able to develop the plans and create the solutions more effectively. Brilliant ideas then emerge to address the problems and design customer experiences that align with consumer expectations and behaviors, resulting in the best performance,” she explained. “ By our culture we are inquisitive and curious, which makes us appear somewhat incompliant in the first place. Our true intention, however, is to find the most powerful, most impactful solutions to drive growth, built business impacts, and really help the consumers enjoy better lives. This is our determination and the honesty we give to clients as our partners.”

Create Innovative Works with 4 Mindsets

In addition to One Team culture, VML Thailand embraces four work mindsets:

Bold to experiment, creativity can be found in every area of what we do at VML Thailand, to make a difference, drive better quality, and challenge the status quo. Our mission is to explore and show to clients the opportunity to take their brand further, the extent of difference it can make, and how to achieve that.

Ask clients a lot of questions and listen a lot to what they have to say; the real problems may not be evident in the briefs. This helps us get a better grasp of clients’ problems and their true intention. Moreover, it is important to listen with an open mind, respect different ideas, and welcome different points of view.

The first answer from us is never the likes of “no” or “we can’t” because these would shut the door of creativity. Rather, we start off with the belief that everything is possible. When a new, interesting and impactful idea or solution arises, doing follow-up brainwork is what we do in the first place to find the best way to make it happen, with our best efforts.

At VML Thailand, everyone works passionately as a team, giving more than 100% at work with the thirst for the best results together.

Thought Partner for Powerful Strategy and Ideas to Boost Sales and Add Value to Brands

With its management vision that focuses on catering to clients’ needs accurately, VML Thailand is ready to be the thought partner for brands, providing end-to-end creative solution service as a ‘glocalized’ powerhouse.

As an advertising agency, VML Thailand brings together young and aspiring creatives who are well-equipped to deliver outstanding creative communication and beyond, including new creative solutions for clients. It is a community that welcomes thinkers, management professionals and creatives of all generations who enjoy learning and sharing experiences, creative points of view and endless possibilities of creativity. The team is led by Park Wannasiri, Chief Creative Officer who has a wealth of international awards under his belt, alongside Thitirat Tantirittisak, Managing Director whose problem-solving flair is instrumental in tailoring spot-on, end-to-end creative solution service to power companies and brands towards their goals.

VML Thailand is home to world-class thinkers and analysts who use a diverse selection of cutting-edge technology and proprietary tools of VML to evaluate brand situations and positions accurately, clearly analyze target audiences, and develop brand strategy with great precision. Combining big data processing capability with top-notch expertise in data analytics and strategic planning, the team is led by Sakila Banyen, Strategic Planning Director who brings with her experiences leading strategic planning teams at Wunderman Thompson Thailand and New York, plus special passion and solid professional background in consumer data and insights. She works alongside Ekaluck Charanvas, Analytics Strategy Director and BAV APAC Champion who has special passion for and strong professional background in data science and analytics, in addition to being a BAV expert in Asia Pacific.

provides consulting and planning services and innovative tech-driven creative solutions to help brands face business challenges and enrich brand experiences for all groups of users across multiple platforms, enabling them to maximize satisfaction and win the hearts of digital citizens. Among highlight services, AM/PM Tool : Automation Marketing & Personalization Marketing Tool is designed for brands to connect with their consumers through automated/personalized marketing effectively by ensuring that the right messages are sent across to the right consumers at the right time for the best results. Digital Acceleration & Commerce is led by Tawin Tusnajareon, Managing Director of Mirum Thailand who is regarded as a world-class technology expert in business and digital transformation, including mobility, big data and analytics, e-commerce, digital marketing and cloud computing. AM/PM Tool has helped leading global brands and Thai brands unlock new possibilities in many industries, such as finance and banking, insurance, retail, automotive, energy, FMCG, government agencies, and many prominent projects.

With other capabilities including design, production, public relations and influencer relations, VML Thailand is well-positioned to help brands create the most impactful 360° communication.

“The formation for VML gives us the chance to shape the future of modern marketing. The future of building strong brands and businesses requires fresh and daring creative ideas that the consumers find relevant, combined with deep expertise in data, marketing technology and platform for the interconnectivity of brand experience, commerce and customer experiences. All these will make an impact on the consumers and effectively lead to commerce. This is exactly the key strength of VML Thailand, a big family of more than 500 young, energetic and quick-thinking talents who are always hungry for great works, take action quickly, and enjoy bringing new creative works to the market. Moreover, we provide end-to-end creative solution service from creative ideas and insights through to commerce, consultancy and technology with unmatched excellence. We are especially excited and fully ready to present our new offering to brands and companies to help drive solid business growth and take Thailand’s advertising and marketing communication industry to a global level,” concluded Jammy Parattajariya.

For more information, please contact Verve:
Pornchanan Yamarat (Gift) Tel: 081-755-1105 Email: pornchanan.yamarat@vervethailand.com

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