"As a director, you focus on how to make the script better; as a creative, you focus on how to create a good script," he said.
Chatchavong, who has won awards at shows such as Cannes and the Clios, added: "Advertising is not about winning awards; it is about creating work that is different and that can touch consumers. I hope to do my best work with Bates by creating new, alternative ways of advertising that will be Thai -- yet universal and funny."
Bates hires Thai
Award-winning industry veteran Chatchavong Prayudrat has joined Bates Thailand as executive creative director. With over 15 years' experience under his belt, Chatchavong was most recently a film director with Matching Studio.