MANILA, PHILIPPINES – The Asian advertising world is in mourning following the sudden passing of Sompat Trisadikun, fondly called “Khun Kae,” or “P’K “, Chief Creative Officer at Grey Thailand, who died of a heart attack on August 9, 2025. He was a leader, a mentor, a friend, and a creative force whose influence spanned decades, brands, and borders.
For over 20 years, Sompat shaped Thailand’s advertising industry — first as Creative Director, then Chief Creative Officer at Leo Burnett Thailand, before taking the helm at Grey Thailand. He created iconic campaigns for McDonald’s, Samsung, KFC, Uniqlo, P&G, LINE, Chevrolet, Netflix, and more, blending strategic insight with innovative execution. His trophy shelf overflowed with more than 800 national and international awards, including Clio Awards, Cannes Lions, D&AD, One Show, London International Awards, and Andys. In 2020, he was named to Adweek’s Creative 100 list, and in 2022, led Leo Burnett Thailand to win Creative Agency of the Year at Campaign Asia. This year, he helped secure Thailand’s only Cannes Gold Lion for Grey Thailand’s “Sad Kama-Chan” campaign for Bar-B-Q Plaza.
But beyond the accolades, Sompat was known for his kindness, humility, and generosity of spirit.
In a recent interview with adobo Magazine at the 2025 Cannes Lions Festival of Creativity, the late Sompat Trisadikun spoke with characteristic clarity about his mission: telling Asia’s stories in ways the world could truly understand.
“Understanding — whether it’s about insight, cultural context, preferences, or behavior — is never one-size-fits-all,” he said. “What resonates in Asia can be very different from what connects with people in the U.S. or Europe.”
For Sompat, case studies were more than showcases—they were bridges. “Our goal is to help global audiences truly understand the Asian way of thinking and, more importantly, to feel what we feel. If we can do that, ideas born from Asian minds can truly connect with the world. After that, it’s simple: Is the idea good enough?”
But beyond the accolades, Sompat was known for his kindness, humility, and generosity of spirit.
In a recent interview with adobo magazine at the Cannes Lions Festival of Creativity, the late Sompat Trisadikun spoke with characteristic clarity about his mission: telling Asia’s stories in ways the world could truly understand.
“Understanding — whether it’s about insight, cultural context, preferences, or behavior — is never one-size-fits-all,” he said. “What resonates in Asia can be very different from what connects with people in the U.S. or Europe.”
For Sompat, case studies were more than showcases — they were bridges. “Our goal is to help global audiences truly understand the Asian way of thinking and, more importantly, to feel what we feel. If we can do that, ideas born from Asian minds can truly connect with the world. After that, it’s simple: Is the idea good enough?”
Honoring Sompat – tributes from the industry
Jureeporn Thaidumrong, Creative Chairperson & CCO, Grey NJ United Thailand
“I’ve known P’K for a long time. We’re both friends and competitors, with polar opposite working styles. While I’m dedicated, serious, intense, aggressive, and reckless, P’K is easygoing, kind, always smiling, polite, understanding, and compassionate.
He’s a leader brimming with compassion and kindness. A good, simple, capable person, whom everyone loves and wants to be around.
I knew wholeheartedly P’K would bring joy, smiles, and peace of mind to everyone at GREY UNITED. He did a perfect job, even better than when I was in charge.
The loss is too much to describe at this moment. But what P’K left for all of us was his love, compassion for humanity, his goodness in body, mind, and speech.
P’K is a true advertising icon, a beloved icon. I respect him from the bottom of my heart. May you rest in peace and happiness, P’K.”
Suthisak Sucharittanonta, Former Creative Chairman, BBDO Bangkok
The Enduring Legacy of Sompat “Kae”
“Sompat, or ‘Kae’ as he was known, was a true Thai creative legend. I’ve known him for over two decades. We were rivals in the advertising industry for many years, but outside of competitions, we were friends. We’d hang out with our ad friends wherever we met, sharing countless laughs, smiles, and drinks. Those are wonderful memories I’ll cherish forever. This is a profound loss for the entire advertising industry.
I’ll never forget his incredible creative mind. His most prestigious work, the Clima bike lock print campaign for Leo Burnett Thailand, was a global sensation that won Gold Lions at Cannes, as well as awards from D&AD and The One Show in 2007. It’s a testament to his enduring talent that he was still winning awards 18 years later, with his most recent Cannes Gold Lion in 2025 for Grey Thailand’s Bar B Q Plaza Sad Kama-Chan campaign. His passion and ingenuity never wavered.”
Prasert “Lek” Vijitpawan, CCO, Leo Burnett Thailand
“Your work has inspired us and driven us to better ourselves. But it is your true self and kindness that have made us love and respect you with all our hearts. Rest in peace, P’Khae Sompat. You will always be loved, and your smile will be remembered forever.”
Mark Tutssel, Former Executive Chairman & CCO, Leo Burnett Worldwide
“Great creative people have an aura about them. They have humility and always let the work do the talking. Sompat was always generous with his time, wisdom, talent, ideas and energy. He was a ray of sunshine, creating joy in people’s lives and always shined a light on the most important asset in business… creativity.”
Rajdeepak Das, CCO, Leo Burnett South Asia
“Sompat is gone from our lives… He was more than a friend, he was my brother. I remember every GPC we went for, it was an unspoken rule for us to sit together, travel together, and talk about everything possible.
He was the most loved person in Leo Burnett worldwide… It has never happened that he said something and no one has laughed.
Without Sompat, Bangkok will never be the same for me. Creativity will never be the same for me. The world will not be the same for me.”
Thipayachand Hasdin, Former CEO, Leo Burnett Thailand
“Sompat was a brother to me. For 12 good years at Leo Burnett together he lifted me up when I had my self-doubt. I learnt to be a good account person – thorough, analytical, people and teamwork first and love creative works because of him. He will always be loved and remembered.”
Pathida Akkarajindanon, Executive Creative Director, Wolf Bangkok
“A creative legend, whose smile was as boundless as his genius. His presence lit up the room, inspiring everyone around him, including me. More than a mentor, he was a brother and a guide. He didn’t just shape careers; he shaped lives. His belief in me and his kindness pushed me to become more than I ever thought I could be. Though he’s no longer here, his lessons, love, and light will continue to guide me. His legacy lives on in every life he touched, forever alive in all of us.
Sompat has so many masterpieces to his name, but if I had to pick one, it would be his recent work, ‘Sad Kama-Chan.’ It’s brilliant, as everyone knows, but I choose this one because I know how much it meant to him. I was with him at Cannes this year, and before the results were announced, he told me, ‘This might be my last Cannes. I might retire soon. I hope I win gold for it.’ And he did, not just gold, but silver and bronze too. Looking back, I didn’t fully realize it might be his final Cannes, but he left with an unforgettable impact and a beautiful closure. I’m so grateful I was there, clapping and cheering, capturing his huge smile on stage. That victory wasn’t just his and his team’s; it was a proud moment for Thailand’s advertising industry.”
Angel Guerrero, Founder, President and Editor-in-Chief, adobo Magazine
“A legendary advertising creative who mentored and paved the way for many in Thailand’s 🇹🇭 advertising industry. Khun Sompat cared very much for the people in our business, on mentoring young minds, aligning with clients’ business goal, and safeguarding the industry for the future.
We were recently together in Cannes in June and spent time in festivals around the world across the years. A generous, kind, and caring person. His voice was soothing, his smile endearing.
We will all miss him dearly.
Our sincerest condolences to his family, friends and colleagues. May he rest in peace.”
Sompat’s legacy lies not just in the campaigns he created but in the lives he touched. His work elevated Thai advertising onto the global stage, and his mentorship nurtured the next generation of creative talent. His warmth, wit, and vision will be deeply missed—but his ideas and influence will live on.
Rest in peace, P’K Sompat. Your light will keep shining.
Sompat Trisadikun: A legacy in campaigns
From the quirky and heartfelt to the culturally resonant, Sompat’s creative vision transformed briefs into timeless stories.
2025 – “Sad Kama-Chan” | Bar-B-Q Plaza | Grey Thailand
Awards: Gold Lion (Creative Commerce), Silver (Direct), Bronze (Design) – Cannes Lions 2025; Grand Prix – Adfest 2025
A bold flip of a beloved brand icon — the famously smiling fishball mascot turned sad. This unexpected emotional pivot created a collision of joy and melancholy, sparking curiosity, conversation, and a sales surge. Sad Kama-Chan became an instant cultural moment in Thailand and a standout on the global stage.
2007 – “Clima Bike Lock” | Leo Burnett Thailand
Awards: Gold Lion – Cannes Lions 2007; D&AD; The One Show
A print campaign for Clima’s bicycle locks that visualized the product’s toughness with elegantly simple, high-impact imagery. This campaign cemented Sompat’s reputation for crafting visually powerful, idea-driven work that transcended language barriers.
“This timeless visually striking campaign for Clima Bicycle Locks was ‘The Most Awarded Print Ad & Campaign in the world in 2007’. It’s a masterpiece in communication. Art direction at its finest,” Mark Tuttsel said
2012 – “Panyee FC” | TMB Bank
“This beautiful HumanKind film and platform for TMB Bank ‘Panyee FC’ is one of the finest Film and Film Craft ideas at D&AD 2012. Picking up two highly coveted D&AD Silver Pencils in TV & Cinema and Film Craft. At the end of the day filmmaking is all about telling stories. This true story is game changing for people,” Mark said
2007 – “Expert Hand” | Kartoon School
“This print ad is an old piece by P’Khae Sompat that won awards at every major show around the world. When I first saw it, I was amazed by the simplicity of the idea, the art direction craft, and that very simplicity — which is exactly P’Khae Sompat’s style.
If I’m not mistaken, he had recently posted this piece again on his Facebook. I believe it must be one of the works he loved most in his career as a creative,” Prasert said.
2020 – “Gunfight” | Thailand Health Promotion Board
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