Is it the spicy food? Or Thailand's lust for laughter? Whatever the case, the Thais appear to have found a magic formula when it comes to churning out creative talent.
Thai talent dominate this year's Creative Ranking, compiled by Media, so completely that only two spots in the Top 10 league have gone to non-Thai talent.
Always a strong contender in TV, Thailand showed it was equally adept in print and poster work last year. Who could forget the striking photography of a splattered watermelon or frog and a shattered light bulb for Tamiya Assembly Toys or 11 News 1 Channel, which bested TV entries to scoop the Best of Best prize at the Spikes?
That's not to say Thailand's TV output has taken a back seat to its new-found print prowess. Far from it. The King Kong campaign for Ford and the series of Yellow Pages spots showed Thai wit at its sparkling best, ads that had the audience both in and out of Asia chuckling even if the only thing they can say in Thai is, "Singha please." Admittedly, Thailand's TV enjoys a production edge -- the market lays claim to having the most successful production house, Phenomena, and director, Thanonchai Sornsrivichai. But it's the big idea -- King Kong Jr playing rough with a Ford truck, or a kidnapper's mistaken call to a battle-hardened cop for Yellow Pages -- rather than expensive computer-generated effects that give the TV spots their charm.
"What is it about Thai creativity that the world likes so much? Sometimes I'm surprised by the (level of) interest in our work. I think it's our gags and the fact that we love to laugh and entertain," observes Thirasak Tanapatanakul, ECD at Creative Juice\G1 Thailand, part of TBWA\ Asia Pacific, and Media's Creative of the Year for 2005. Thai talent have dominated this year's rankings because they did well not just in local and regional shows, but in all the major international competitions, which are evaluated for Media's ranking.
With its Cannes haul of 12 Lions in 2005, Thailand was able to leapfrog Argentina and Brazil to emerge as 2005's most successful market by advertising awards outside Europe and North America, according to the Gunn Report. Local shop Creative Juice was also ranked the seventh most-awarded agency in the world by Shots Grand Prix 2005, the only Asia-Pacific agency making the top 10.
Meanwhile, with Euro RSCG Flagship's consecutive Best of Best wins at the Spikes, Passapol Limpiririsan and Wiboon Leepakpreeda retained their Top 10 status in this year's ranking, and are now joined for the first time by the agency's two other stars, Nucharat Nuntananonchai and Taya Sutthinun.
Singapore, with JWT's Ali Shabaz and BBDO's Alex Lim, and Japan with Hirofumi Nakajima of TBWA were the only two other markets to crack Thailand's hold on the top 10.
creative leaders at Asia's top five agencies
TBWA 3,821 Thirasak Tanapatanakul, Creative Juice\G1; John Merrifield, chief creative officer, TBWA\Japan
BBDO 2,640 Suthisak Sucharittanonta (Thailand); Nikrom Kulkosa (Thailand); Francis Wee (Singapore); David Guerrero (Philippines)
JWT 2,447 Tay Guan Hin (Southeast Asia); Lo Sheung Yan (Northeast Asia); Bruce Matchett (India); Mick Hunter (Australia); Chris Mitchell (Japan)
Euro RSCG 1,980 Chukiat Jaronsuk (Thailand/South Asia); Jay Furby (Australia); Dale Rhodes (Australia); Charlie Blower (Singapore); Eddie Wong (China)
Saatchi & Saatchi 1,919 Andy Greenaway (SEA); Peter Soh (China); David Nobay (Australia)
Asia's Top creatives
1 Prangthip Praditpong Creative Juice\G1 (Thailand)
2 Nutchanun Chiaphanumas Creative Juice\G1 (Thailand)
3 Kittitat Larppitakpong Saatchi & Saatchi, Thailand, from Creative Juice\G1 (Thailand)
4 Passapol Limpisirisan Euro RSCG Flagship (Thailand) (now ECD)
4 Wiboon Leepakpreeda Euro RSCG Flagship (Thailand) (now ECD)
6 Jon Chalermwong Creative Juice\G1 (Thailand)
7 Nucharat Nuntananonchai Euro RSCG Flagship (Thailand)
7 Taya Sutthinun Euro RSCG Flagship (Thailand)
9 Hirofumi Nakajima TBWA\Japan
10 Ali Shabaz JWT Singapore, from BBDO Singapore
10 Alex Lim Thye Aun BBDO Singapore
12 Shintaro Hashimoto TBWA\Japan
13 Kitti Chaiyaporn Publicis Thailand (now ECD), from BBDO Bangkok
14 Mun Tuck Wai Naga DDB (Malaysia)
15 Kulvadee Doksroy Ogilvy & Mather Thailand
15 Sarawut Hengsawad JWT (Thailand)
15 Prayoot Jaturunrasamee JWT (Thailand)
18 Richard Maddocks Colenso BBDO (New Zealand)
19 Kevin Le BBDO Malaysia, from Naga DDB (Malaysia)
20 Nopadol Srikieatikajohn Ogilvy & Mather Thailand (now deputy ECD)
21 Elvis Chau Bates Asia Shanghai, from JWT (Thailand)
21 Dave Ferrer JWT (Philippines) (now ECD), from BBDO Guerrero Ortega (Philippines)
21 Salinee Na Ranong JWT (Thailand)
24 Gumpon Laksanajinda Ogilvy & Mather Thailand
25 Robert Kleman TBWA\Chiat\Day, New York, from TBWA\Singapore
25 Marcus Rebeschini TBWA\Chiat\Day, New York, from TBWA\Singapore
27 Donevan Chew Leo Burnett Advertising (Malaysia)
28 Tan Chee Keong Leo Burnett Advertising (Malaysia), from Ogilvy & Mather (Malaysia)
29 Goh Wee Kim BBDO Singapore, from Leo Burnett (Singapore)
29 Krai Kittikorn Saatchi & Saatchi (Thailand), freelancing with Jeh Utd (Thailand)
31 Toby Talbot Saatchi & Saatchi (New Zealand), from Colenso BBDO (New Zealand)
32 Priti Kapur DDB (Singapore), from Leo Burnett (Singapore)
33 Yuya Furukawa Dentsu Tokyo
33 Trong Tantivejakul Y & R Thailand (now ECD)
35 Nuntawat Chaipornkaew BBH (Singapore), from Saatchi & Saatchi (Thailand)
36 Steve Back Saatchi & Saatchi (New Zealand), from Colenso BBDO (New Zealand)'
37 Wiparat Nantananontchai Saatchi & Saatchi (Thailand)
37 Thana Rittirajcomporn Saatchi & Saatchi (Thailand)
37 Komsan Wattanavanitchakorn BBDO Bangkok
37 Henry Yap Saatchi & Saatchi Petaling Jaya
41 Stephen Kong Leo Burnett Greater China
42 Prasert Vijitpawan Saatchi & Saatchi (Thailand), freelancing with Jeh Utd (Thailand)
43 Tan Yee Kiang Naga DDB (Malaysia)
44 Tawatchai Suknipitapon Saatchi & Saatchi (Thailand)
45 Taya Soonthonvipat JWT (Thailand)
45 Rungsun Suwannachitra JWT (Thailand)
45 Wichian Thongsuksiri Lowe (Thailand), from JWT (Thailand)
48 Josh Moore Lowe & Partners (New Zealand), from Publicis Mojo (New Zealand)
49 Kenny Choo Ogilvy & Mather China, from Leo Burnett Greater China
49 Aswin Panichwatana Publicis Thailand, from BBDO Bangkok, Thailand
51 Sittichai Okkararojkij Publicis Thailand, from Euro RSCG Flagship (Thailand)
51 Raoul Panes BBDO Guerrero Ortega (Philippines) (now ECD)
53 Ben Welsh M&C Saatchi Sydney
54 Brian Capel Ogilvy & Mather Malaysia, from Leo Burnett Advertising (Malaysia)
54 Sirilak Chitpanvong Ogilvy & Mather Thailand
54 Andrew Tinning Marketforce (Australia)
57 Philip Andrew Clemenger BBDO Melbourne
57 Joel Limchoc BBDO Guerrero Ortega (Philippines) (now ECD)
57 Hiroyo Kanehako Dentsu Tokyo
57 Primus Nair Saatchi & Saatchi (Malaysia)
61 Oliver Devaris M&C Saatchi Sydney
61 Graham Johnson M&C Saatchi Sydney
61 Levi Slavin BBDO Colenso (New Zealand), from Marketforce (Australia)
64 Nick Lim Between jobs, from JWT-Bridge Advertising (China)
64 Bill Chan JWT-Bridge Advertising (China)
66 Bhakpong Shonvitayanon Ogilvy & Mather Thailand
66 Abhijit Avasthi Ogilvy & Mather India
66 Eric Yeo Ogilvy & Mather Singapore, from Foote Cone & Belding (Singapore)
69 Alvin Teoh Naga DDB (Malaysia)
69 Choo Kian Khoo Naga DDB (Malaysia)
69 Andy Dilallo Saatchi & Saatchi (New Zealand), from Saatchi & Saatchi (Australia)
69 John Sheterline TBWA\Singapore
69 Kittinan Sawasdee Lowe (Thailand), from BBDO Bangkok
69 Passakorn Chantrawan Ogilvy & Mather Thailand
69 Jay Benjamin Saatchi & Saatchi (New Zealand), from Saatchi & Saatchi (Australia)
76 Richard Copping Saatchi & Saatchi (Singapore), from Bates Asia Singapore
77 Choo Kian Khoo Naga DDB (Malaysia)
78 Supon Khaotong Lowe (Thailand) (now ECD), from Saatchi & Saatchi (Thailand)
78 Mike Shackle TBWA\Singapore
78 Gang Hu JWT-Bridge Advertising (China)
78 Thomas Zhu JWT-Bridge Advertising (China)
78 Wuthisak Anarnkaporn Jeh United, from Y&R Thailand
78 Ong Kien Hoe Saatchi & Saatchi, Petaling Jaya
84 Tadashi Tsujimoto TBWA\Japan
85 Mark Harricks Clemenger BBDO (Australia)
85 Nimit Songsri Euro RSCG Flagship Thailand
85 Joe Wu JWT-Bridge Advertising (China)
85 Hai Liang JWT-Bridge Advertising (China)
85 Eric Zhuang JWT-Bridge Advertising (China)
85 Phayungsak Jaruphan Y&R Thailand
91 Adrian Miller Lowe & Partners (Malaysia)
91 Mindy Teh V-Mag Magazine (Malaysia), from Naga DDB (Malaysia)
93 Paul Yu JWT-Bridge Advertising (China)
94 Diana Li JWT-Bridge Advertising (China)
94 Sagar Mahabaleshwarkar Ogilvy & Mather India
94 Din Sumedi Saatchi & Saatchi (Singapore)
97 Hasnah Mohd Samidin JWT (Malaysia)
97 Guy Denniston Publicis Mojo (New Zealand)
99 Vasan Wangpaitoon BBDO Bangkok
99 Nikrom Kulkosa BBDO Bangkok (now ECD)
