MONDAY: Red hot Thai creative team opens new agency
15 November, 2007
The WPP Group has announced the opening of Thailand’s most anticipated new creative agency MONDAY. Founding partners Passapol Limpisirisan and Wiboon Leepakpreeda promise to bring a bolder and fresher vision to advertising, marketing, and brand development in Thailand. The agency will be operating under the executive leadership of Y&R Brands Chairman & Group CEO, Sohn Chongsrichan.
Wiboon and Passapol will serve as MONDAY’s Chief Creative Officers. The two advertising execs are among the hottest creative directors in Asia, having picked up a slew of awards while at Euro RSCG Flagship—including Gold Lions at Cannes, 3 Clios, 1 D&AD,1 One Show, 3 London International Awards, 4 Crestas, 10 Ad Festivals, and 30 Media Asian Awards. For two years running, Media Magazine
has listed them among Asia’s top ten creative talents. And in 2003, the duo’s Soken DVD campaign was ranked the third most awarded commercial in the world by The Gunn Report
. They also are co-presidents of the Bangkok Art Director’s Association, and have dedicated themselves to nurturing Thailand’s new generation of copywriters and art directors.
But it is not the awards and achievements that drove Wiboon and Passapol to establish their own agency; it is their relentless drive to explore, experiment, and have fun. "That’s why we’ve called the agency MONDAY" explains Wiboon. "People who love Mondays have fun working; they love challenges, and demand more than the status quo."
Wiboon and Passapol both agree that a "spirit of fun" drives their creative work. "Monday is a fresh start for everything," says Wiboon, "a fresh start for new ideas, new possibilities, and new fun." His partner adds, "We try to keep seriousness out of the studio as much as possible. Seriousness limits things but having fun frees up new and original ideas."
MONDAY plans to differentiate itself from other Thailand agencies not only by its fresh spirit, but also by its strategic brand platforms developed in cooperation with the WPP Group, a world leader in marketing communications. "WPP management have been very helpful in working with us adapt their powerful brand tools such as Brand Z, BAV, and 4 Cs to the Thai marketplace," explains Sohn. "We are now able to conduct integrated marketing and communications campaigns that perfectly position our client’s products within the fast-paced lifestyles of today’s Thai consumers."
MONDAY’s unique combination of creative talent, relaxed culture, and corporate support has won admirers. True Corp., Thanachart Bank, King Power International, Diageo, and Berli Juckers are counted among the agency’s pioneering clients. According to Sohn, MONDAY’s two founding partners work closely together on every account. "Wiboon and Passapol are deeply involved in all key stages of client projects, from initial conception to strategic implementation. Our close-knit teamwork ensures that every project is creatively stunning and expertly matched to the product, brand, and demands of the market."
Passapol summarizes the agency’s mission by saying, "If your business is ready to start something new, launch a new product, tap into a new market, or project a new brand image then come to MONDAY. Tomorrow’s success begins with us."