Chatchai Butsabakorn, executive creative director, VML Thailand has built his career in both local and global network agencies, so his experience includes creating work that resonates with audiences of both local and international brands, ranging form PTT Group, Thai Health Promotion Foundation and Oishi green tea to Volvo, Mongkut fertiliser, Eucerin skincare, dtac, Heineken, Netflix and Chevrolet He joined VML Bangkok in March last year after six-and-a-half years at Wunderman Thompson (previously J. Walter Thompson). Before that, he spent five years at Creative Juice\TBWA and learned his craft at Leo Burnett and idea Avenues. He was ranked as #59 top creative in Thailand by Campaign Brief Asia 2020 and moved to #2 in Thailand and #12 in Asia in 2021.

Chatchai discussed with MAD STARS how VML’s customer-first approach works in practice, how it is confronting local industry challenges and integrating AI.

MAD STARS: Which current global creative trends have you noted as the most valuable? What trends does the industry need to drop?

Chatchai Butsabakorn: The most valuable trends are those that emphasise genuine audience connections. We’re seeing a rise in campaigns that address real-world issues and offer tangible solutions, demonstrating a true commitment to social good. Additionally, immersive storytelling through technologies like AR and VR is helping brands create more engaging experiences. Lastly, hyper-personalisation has become increasingly important, as delivering relevant and tailored content leads to stronger engagement and impact.

As for trends the industry should move away from, I believe performative social commentary needs to fade. Today’s consumers are highly discerning and can easily recognise inauthentic messaging. Brands must move beyond surface-level statements and take meaningful action. Additionally, an over-reliance on shock value is losing effectiveness—true creativity should foster genuine emotional connections while maintaining respect for the audience.

MAD STARS: As a final judge, you will be deciding the major winners. What will you be looking for in the work?

Chatchai Butsabakorn: I’ll be looking for work that demonstrates true creativity and innovation. Beyond just making an immediate impact, I’ll evaluate originality, effectiveness in achieving objectives, relevance to the target audience, and the quality of execution. Award-worthy work should not only impress but also inspire and leave a lasting mark on the industry.

MAD STARS:  The theme of this year’s MAD STARS is “AI-vertising: AI Advertising Marketing Era.” What role do you think AI plays in today’s creative processes, and how are you or your agency using AI in advertising or marketing?

AI has become a powerful tool in our industry, but I see it as a means to enhance human creativity rather than replace it. We are actively exploring and integrating AI in several areas, such as data analysis to gain deeper insights into consumer behaviour, content creation to optimise messaging for different audiences, media planning to improve efficiency and maximise impact, and material production to enhance speed and scalability in creative execution. That said, I believe AI should be used responsibly and transparently to ensure it enhances, rather than diminishes, human experiences. The key is finding the right balance between AI capabilities and the human creative touch.

An example is our Roza x AI Campaign, that solved the age-old dilemma of “What’s for dinner?” In this project, VML Thailand used AI to optimise messaging and deliver personalised content to diverse audiences. This campaign highlights how AI can complement human creativity, driving both efficiency and impactful storytelling.

MAD STARS: VML has a customer-first approach to advertising. What makes this important?

Chatchai Butsabakorn: In today’s hyper-connected world, consumers have more choices than ever and expect brands to understand their needs – not just react to them, but anticipate them. A true customer-first approach goes beyond communication and considers the entire customer journey from end to end. By prioritising the consumer throughout the journey, we don’t just create campaigns that resonate on a deeper emotional level—we also build stronger relationships and drive meaningful business results that benefit both the brand and the consumer.

A campaign that demonstrates this approach is Coca-Cola Thanks for Coke-Creating, that validated hundreds of unauthorised versions by local retailers of its logo, colours and bottle shape. This campaign reflects VML’s customer-first philosophy by celebrating shared moments between Coca-Cola and its customers. It focused on creating emotional resonance and strengthening the bond between the brand and its audience.

MAD STARS: What are the biggest challenges currently facing the advertising industry in your region? Where and how is it excelling?

Chatchai Butsabakorn: In Thailand and across Southeast Asia, a key challenge is media fragmentation and the rapid pace of technological change. Brands need to be agile, adapting quickly and leveraging diverse platforms effectively.

However, one of the region’s greatest strengths is digital innovation and mobile-first strategies, which enable brands to engage with consumers anytime, anywhere. Additionally, Thailand’s rich cultural heritage provides a strong foundation for storytelling, allowing brands to craft compelling narratives that deeply connect with local audiences.

The campaign, Tra Mongkut AFF: All for Farmers, an upcycled fashion line that turned Thai farmers into style icons, shows how VML played to the region’s strengths. It highlights how VML Thailand excels at combining cultural storytelling with innovative strategies. By leveraging Thailand’s cultural richness, we created a narrative that resonated locally while addressing global issues like sustainability.

MAD STARS is open for entries until June 16, with Early Bird pricing until May 9 and regular pricing until May 30. Find everything you need to know to enter here. It has selected its Preliminary and Final jury, with the Executive Jury still being finalised. View the juries here.