BBDO Bangkok has appointed Pathida “Jern” Akkarajindanon as chief creative officer, marking not just a leadership change, but a redefinition of how creativity works within the agency that moves away from a traditional top-down model into a more open and Precision Creative ecosystem where the best talents come together across disciplines, powered by global technology, data, and tools from Omnicom, to create work that is not only inspiring, but precisely engineered to deliver business results.
The 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,” stated 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.”
The appointment is a return to BBDO Bangkok for Jern, who cut her teeth there as a copywriter early in her career. She has since built an extensive creative career across leading global agencies in both Thailand and China. Most recently, she served as ECD at Wolf BKK. 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, Jern has delivered high-impact work for brands, including KFC Thailand, Central Department Store, Tourism Authority of Thailand (TAT), Krungsri Bank, and HBO Max Asia. Among accolades from Cannes Lions, D& AD, The One Show, and Clio Awards are 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).
Jern brings a rare combination of award-winning creativity and strong business acumen to BBDO. She has built a reputation not only for delivering highly awarded work, 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 prioritises 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,” she stated. “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.”
