BBDO Bangkok redefines the CCO role with Pathida ‘Jern’ Akkarajindanon

This evolution is designed with one clear ambition: to be a growth-driving partner for clients.

“This is not a traditional CCO appointment and that’s intentional,” said Somkiat Larptanunchaiwong, Chief Executive Officer, BBDO Bangkok. “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.”

Costume: COMME des GARÇONS, Club 21 Thailand

Pathida “Jern” Akkarajindanon is widely recognized as one of Thailand’s leading creative forces bringing a rare combination of award-winning creativity and strong business acumen. She has built a reputation not only for delivering highly awarded work recognized at major international and regional platforms such as Cannes Lions, D&AD, and Spikes Asia, but also for creating ideas that drive tangible business impact.

As a business-centric creative leader, Jern is known for connecting creativity with commercial results transforming brand challenges into ideas that resonate culturally while delivering measurable growth. Her leadership approach prioritizes openness, shared ownership, and collective creativity creating an environment where ideas can come from anywhere and be built together.

“My role is not to sit above the work but to be part of how it happens,” said Pathida “Jern” Akkarajindanon. “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 this redefined approach to creative leadership, BBDO Bangkok continues to strengthen its position as a trusted partner delivering creativity that is not only bold, but precisely built to drive real business impact.

Over 15 years, Pathida “Jern” Akkarajindanon has built an extensive creative career across leading global agencies in both Thailand and China. Most recently, she served as the Executive Creative Director at Wolf BKK, where she led a new generation of creative talent before returning to her roots at BBDO Bangkok as Chief Creative Officer.

Currently, Jern is ranked 3rd in Top 10 Most Awarded Creatives in Thailand and 30th in Asia’s Top 100 Most Awarded Creatives (2026) and holds the distinction of being the highest-ranked female creative in Thailand on Campaign Brief Asia’s “Top 40 Most Awarded Women in Advertising.”

Throughout her career, she has delivered high-impact work for brands, including KFC Thailand, Central Department Store, Tourism Authority of Thailand (TAT), Krungsri Bank, and HBO Max Asia. Her creative excellence is further validated by a collection of world-class accolades from Cannes Lions, D&AD, The One Show, and Clio Awards. Her most recent achievements include a Grand LIA (2024), a Grand Prix from the PHNX Awards (2025), and a historic milestone for Thailand: winning the Grand Prix of the Year at the MAD Stars Awards (2025).

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