| In Creative Minds, we ask APAC creatives a long list of questions, from serious to silly, and ask them to pick 11 to answer. (Why 11? Just because.) Want to be featured? |
Name: Nonthaporn Ketmanee
Origin: Thailand
Places lived/worked: New York, Bangkok, Hong Kong
Pronouns: She/her
CV:
Senior creative director, Publicis Groupe Hong Kong (2024–present)
Creative director, Leo (2020-2024)
Associate creative director, Grey (2018-2019)
Creative group head, Ogilvy (2013-2018)
1. How did you end up being a creative?
I was at the ADC (Art Directors Club) Gallery in New York—I think it was in 2008—attending an event celebrating Alex Bogusky and Sir John Hegarty’s induction into the Hall of Fame. They were being interviewed, and at that time I was torn between becoming a graphic designer or an art director. I don’t remember exactly what they talked about, but I do recall that a few years earlier I had applied for an internship at CP+B and waited for a response. Eventually, I got it, after I’d already returned home to work as an art director at Jeh United with Judee Jureeporn Thaidamrong, the legendary adwoman.
2. What's your favourite piece of work in your portfolio?
One of them has to be a film for the Thai Health Promotion Foundation. For me, the goal is always the feeling people are left with after watching. There was a time when the Thai ad industry produced more long‑form films, and often what you were watching didn’t even feel like advertising — you just enjoyed the story, and only later realised you also felt good about the brand.
3. What's your favourite piece of work created by someone else?
Tough one. Lately, I keep gravitating towards emotional, human-centred pieces of work, things like OpenAI’s new ChatGPT Stories campaign or IKEA’s 'Proudly Second Best'. But if I’m really honest, there’s this piece from Thailand that just blows me away. It’s the kind of film that makes you feel both inspired and, frankly, a bit envious. It’s screenwriter and director Nawapol Thamrongrattanarit’s spot for MITH, 'The Scent That Gives You the Scene'. It’s exactly the strong, conceptual kind of work that I wish I’d made. It’s quietly profound, visually delicate, and connects on such a raw, personal level.
4. What/who are your key creative influences?
There are many. Obviously, big names like Judee Jureeporn Thaidamrong and K-Sompat Trisadikun. From outside the industry, Jannik Sinner. He’s young, but the way he reacts to his career and the world is much more interesting. He rises above the world’s perspective and speaks about his rivals, like Carlos Alcaraz, with respect—they are very good friends off the court. It’s a beautiful mentality that the ad industry should embrace.
Sompat Trisadikun, former CCO of Publicis Groupe Thailand, who sadly passed away. Also, Jonathan Anderson. His aesthetic strikes me, especially given how he manages to handle all his responsibilities at Dior while simultaneously working on his own brand. I’d love to dig deep into his mind to understand how he reacts to a world that doesn’t always seem as beautiful as his collections.
5. What career did you think you'd have when you were a kid?
Architect.
6. What advice would you give to 10-year-old you, if you could?
Don’t give up.
7. What really motivates you?
A client who is genuinely passionate about creating a good brief.
8. How would your co-workers describe you?
One of my friends, a creative director here named Wai, told me that I'm the kind of hybrid creative that the Thais might call 'เป็ด”'—someone who can do a bit of everything. It might be because I bring a unique blend of international insights to every project and eagerly contribute throughout the creative process, from ideation to art direction and execution, adding value at every stage until the end. That's how the duck does it.
The Thai word 'เป็ด' means duck and is sometimes used to describe someone versatile who can handle many tasks or roles, similar to a hybrid creative.
9. Do you have any secret or odd talents?
I can draw with both hands.
10. What would you do on your perfect day?
Buy a piece of cake.
11. What food can you not live without? What food would you be happy to never taste again?
Siu mai (fish and pork dumpling) nearby my office in Kwun Tong. I'd be happy to never taste an instant sachet of Kombucha again.
Source: Campaign Asia-Pacific
