"I never planned to go into management,
said Sasie of her new position.
At Burnett Bangkok, she is once again on the brand side working with the current team to enhance the agency's brand building capabilities as well as lead account management.
Sasie graduated with a bachelor's degree in graphic design from the Institute of Design at Illinois Institute of Technology in the US, and stayed in the city for another three years, working with Triodyne Inc in Chicago.
When she returned to Bangkok, her first job was at Burnett, where she helped set up a graphics department.
Soon she moved to the creative department as art director, before being appointed creative director in 1993.
A strong emerging talent in Bangkok, she was soon snapped up by Dentsu Young & Rubicam as executive creative director and assigned to set up the agency's brand planning department, an initiative that made a lot of sense, Sasie said. "Doing strategy made more sense to the client side and the creative side."
Sasie has increasingly specialised in this area.
"A lot of people talk about branding these days, but that's all it really is, just talk. In many ways, brand is just a buzz word. It is like CRM, but people often don't know what the hell they are talking about.
"Branding does require a big commitment, but it is very important for an organisation that is media related."
She next joined up with Lowe Lintas & Partners where she was commissioned to build an independent brand consultancy company.
Sasie later integrated her role, as well as the consultancy, into the main agency when she became executive vice-president and regional strategic planner.
Sasie has extensive blue chip account experience with companies such as Procter & Gamble, Unilever, Samsung, Honda, Ericsson, McDonald's, Sony and Petroleum Authority of Thailand.
