Creatives lose jobs in Thai downturn

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BANGKOK -- Seksan Unjitti, the new president of the Bangkok Art Directors' Association (BAD), told a recent association-sponsored awards ceremony the 30% drop in ad spending this year has resulted in between 10% and 20% of employees in ad agency creative departments losing their jobs.

Seksan, who is creative director of SC Matchbox, added that in a recession the objective for agencies is to be creative, simple and supportive of hard sales, with advertising results that can be measured.

Outgoing BAD president and creative director of Damask/ BBDO Suthisak Sucharitanonta said the crisis means agencies must create ads in a shorter time frame so they hit the target right away. "Humor has become the tool for creating memorable ads," the Damask/BBDO executive said. "It's difficult to create 'emotional' ads in a limited time."

Copyright September 1998, Crain Communications Inc.

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