Thasorn “Pete” Boonyanate

Chief Creative Officer, Ogilvy Thailand

Industry : Business

The strongest advertising rarely remains confined to advertising. It enters conversation, influences behaviour and becomes part of the culture around it – territory Thasorn “Pete” Boonyanate has spent more than a decade exploring.

As chief creative officer of Ogilvy Thailand, Pete brings together experience in advertising, music and film. His portfolio includes work for Mercedes-Benz, PepsiCo, TikTok, Samsung, Coca-Cola and Tinder, while his parallel identities as storyteller, songwriter and director give him an unusually broad creative vocabulary. Commercial communication, in his hands, can move between forms without losing sight of the human response at its centre.

That versatility has earned Pete more than 250 international awards, including recognition from Cannes Lions, D&AD, the ANDY Awards, ADFEST, Spikes Asia, the London International Awards and AdStars. Several years spent in Shanghai, where he led creative and content projects across Asia, further sharpened his understanding of how ideas travel between markets while retaining cultural relevance.

Pete’s work balances local insight with an international outlook, but accolades provide only one measure of its reach. His greater interest lies in creating ideas capable of outliving their campaigns: work that earns attention rather than merely purchasing it, enters public conversation and builds a genuine connection between brands and audiences. It is an approach that treats advertising not as interruption, but as a participant in contemporary culture.