People: VMLY&R Thailand ramps up BX, CX and Commerce capabilities with key new hires

BANGKOK, THAILAND – Global brand experience agency VMLY&R has further strengthened its Brand Experience, Customer Experience and Commerce practices in Thailand with important new hires. The seamless integration of these capabilities has already reaped new business wins including Lotus, CP and CPF.

Appointed to two newly-created roles are VMLY&R Thailand’s Director of Commerce, Chaicharn Jiraumnuaiporn, and Director of Experience Design, Thiti Thianprued. Both are working closely with Brand Experience Lead and Chief Strategy Officer, Ekaluck Charanvas, and report to Yupin Muntzing, Chief Executive Officer of VMLY&R Thailand.

VMLY&R Thailand’s ramping up also saw the agency recently welcome Chief Creative Officer Anuwat ‘Bert’ Nitipanont who is renowned as one of the strongest creative talents in one of the region’s most creative markets.


Yupin Muntzing, Chief Executive Officer of VMLY&R Thailand explained, “VMLY&R Thailand’s agency model can be seen as an infinity loop, with Brand Experience as one loop, Customer Experience as the other, and Commerce in the middle where the two intersect. Our belief is to build connected brands from BX to CX and Commerce. Today with our team and our potential, we are ready to meet the needs of our customers in every aspect, including working closely with customers to generate sales and profits.”

Director of Commerce, Chaicharn Jiraumnuaiporn has over 10 years of experience in e-commerce & digital marketing, specialising in harmonising channel strategy. Having started out client-side at Groupon Thailand and Ensogo, he then applied his deep understanding of the end-to-end process at major retail firms Makro, FN outlet and Big C.

Commenting on his new role, Chaicharn said, “VMLY&R research shows e-commerce in Asia-Pacific as the highest-growth region in the world with a cash flow of over $1.3 billion. While global e-commerce continues to grow by 28.5 percent, the Thai e-commerce market has grown by 71 percent. This is why I joined VMLYR Commerce, to help clients tap into the opportunities offered by e-commerce.”

Director of Experience Design, Thiti Thianprued started his career in the design and advertising field as a digital art director, going on to become Creative Director at Wunderman Thailand. There, he was responsible for managing the creative and production teams, overseeing all digital creative solutions. He then worked for various start-ups, focussed on improving UX (user-experience) and CX (customer experience).

Thiti said, “It’s exciting to have joined VMLY&R Thailand, where we see CX work as essential for creating that human connection between the customer and the brand. It is a creation that must come from understanding the customer before they have met the brand. We never think of customers as just transactional data coming in and going out. Instead, we see the customer as a human being with goals, reasons, and feelings.”

As part of its bigger vision to build out its Experience practice, VMLY&R Asia recently appointed Symon Hammacott as Chief Experience Officer for the region. This is part of VMLY&R’s go-to-market strategy to provide its clients with the most relevant and contemporary agency offering in the market today, merging creativity, technology, and culture to create connected brands that impact the world.

Added Brand Experience Lead and Chief Strategy Officer, Ekaluck Charanvas: “BX creates a brand that doesn’t sink, doesn’t disappear and doesn’t die. According to a 2020 survey of over 13,000 Thais using VMLY&R’s BAV tool, we found that despite the Covid-19 global pandemic and consequent economic crisis, many brands in Thailand were surprised to find an increase in the value of their brand and an unperturbed faith in their business. During uncertain times, people feel insecure and therefore look for things they can trust and have confidence in.”

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