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GUMCHAI LERTPHUTTIPHINYO


กำชัย เลิศพุฒิภิญโญ
P O R T F O L I O
G u m m y a r c h @ g m a i l . c o m
+ 6 6 [ 0 ] 9 2 6 5 9 8 9 5 9
www.linkedin.com/in/gumchai-
lertphuttiphinyo-322a1997/
GUMCHAI LERTPHUTTIPHINYO


กำชัย เลิศพุฒิภิญโญ
I am a creative person who has over-20-year working
experience in a 360-degree marketing communication field.


Regarding my career path, from a junior creative to Head of
Marketing, I believe that being open-minded and passionate
about learning is essential to bringing us toward challenges,
sparking our creativity and enhancing our working skills.


Collaboration is always a key to working. Listening to
colleagues' opinions helps teamwork effectively towards
achieving its goals. Communication in the group also helps
enhance the relationship between teammates very well.
P E R S O N A L I N F O R M A T I O N
BIRTHDATE


25 February 1981


ADDRESS


34/64


Soi Vibhavadi Rangsit 47,


Vibhavadi Rangsit Road,


Don Muang Airport District,


Bangkok


Thailand 10210
E-MAIL ADDRESS


Gummyarch@gmail.com


MOBILE PHONE


+66 [ 0 ] 92 6598 959


	


LINKEDIN


www.linkedin.com/in/gumchai-
lertphuttiphinyo-322a1997/


LANGUAGE


• Thai


• English
2019 - 2018
	
University of Aberdeen : The UK


Postgraduate : MBA Programme


Class of commendation


2002 - 1998
	
Chulalongkorn University : Thailand


Undergraduate : Faculty of architecture


Major exterior architecture


1998 - 1993
	
Horwang school : Thailand


Scientific - Mathematic programme
E D U C A T I O N A L B A C K G R O U N D
2020 - Resent Head of Marketing


redONE Network ( Thailand )


Telco Company from Malaysia


2017 - 2020 MBA Candidate / Freelance


The Year 2016 Directorofeventmarketingbusiness


Tree Dance Publishing Company


A Thai publishing organisation


The Year 2015 Creative marketing manager


GMM25


AThaitelevisionbroadcastingchannel


2012 - 2014 Freelance
W O R K I N G E X P E R I E N C E
2009 - 2011 Creative group head


Branded the agency


A Thai PR agency company


2005 - 2008
	
Creative copywriter


Lowe : Advertising agency


[ Thailand’s branch : Activation unit ]


2002- 2004
	
Creative unit’s employee


TV Thunder


A TV programme-production company
W O R K I N G S K I L L S
TOEIC


• Total score 735 


•  Issued November 23, 2019


CERTIFICATION


• Data Analytics With
Business Simulation Game
WORKING SKILLS


• Concept design


• Corporate identity design


• Branding management


• Communication strategy


• PR management


• Advertisement


• Digital marketing


• Fundamental financial
analysis
PROGRAMME


• Adobe photoshop


• Adobe illustrator


• Adobe premiere pro


• iWork :


- Page


- Number


- Keynote


• Microsoft office :


- Word


- Excel


- Powerpoint
W O R K I N G E X P E R I E N C E
2002- 2004
Creative sta
ff
TV Thunder


TV Programme
• Masterkey


• ONO show


• ONO concert
2005 - 2008
Creative copywriter
Lowe


Activation / IMC Project
• EGAT


• TK Park


• AIS


• Clinic Clear


• Citra


• Sunlight


• Fanta


• Breeze CSR


• AXE


• Johnson & Johnson


• Coke lucky draw


• Fanta online project


• Rexona


• Takeda


• Unif daily C


• บสธ
2012 - 2014
Freelance
Retained project
• Piromland Group


• SCG : Design catalyst


Ad hoc project
• 928 ideas rebranding
project


• DFSK Mini Truck


Exhibition project
• กรมราชองค์รักษ์


• โหมโรง
2009 - 2011
Creative group head
Branded the agency


PR Project
• Suvarnabhumi Airport


• Krispy Kreme


• Amari residences


• Pizza company


• Uniqlo


• AIMC


• Kingpower


• Citroen DS3


• Cotto


• Bosch & Skil


• Expedia
2017- Recent
MBA Candidate
Digital PR Project
• BIDC 2017


• BKKDW 2017


• Sprinkle PR project


• Philip iron PR project


• Mitsubishi heavy duty


• Gree


CI design project
• Colibri : Local Mexican
beer brand


• Green Ant company : a
Nigeria’s agricultural
organisation.


• Kingo : Fruit delivery
2016
Business director
Tree Dance Publishing


Sponsorship Project
• Miss Maxim 2016


• Maxim angel on duty


• Maxim live


• Attitude live
2015
Marketing manager
GMM25


Marketing work
• Annual plan 2016


• TV Scoop projects’ budget
8
2020- Recent
Head of Marketing
redONE Network
(Thailand )


Marketing Dept.
• Marketing Comm


• Trade Marketing


• Business Development
2 0 2 0 — R E C E N T
Head of Marketing


redONE Network (Thailand)


Regional Telco Company Based in Malaysia


I have been working here since the set-up period in
2020. For the job description, I am assigned to
manage the marketing strategy, monitor targets'
trends to develop the packages responding to the
market and conduct a team to set up partners'
shops in the trade marketing area by using effective
channels.
PR Coverage


Sanook


Thereporter.asia


Thansettakij.com


Thaimlmnews.com


Brighttv.co.th


Naewna.com


Bangkokpost.com


Marketingoops.com


Brandage.com


Smartsme.co.th


CBNChannel.com


Today.line.me


Adslthailand.com


Bluechipthai.com


Mxphone.com


Khaoja.com


News.siamphone.com


Sequelonline.com


Review.co.th


Dailyadvent.com


Telecompaper.com


www.msn.com
KPI


- Over 4,000 Subscribers


- 800 Partners nationwide


Sanook


Thereporter.asia


Thansettakij.com


Thaimlmnews.com


Brighttv.co.th


Naewna.com


Bangkokpost.com


Marketingoops.com


Brandage.com


Smartsme.co.th


CBNChannel.com


Today.line.me


Adslthailand.com


Bluechipthai.com


Mxphone.com


Khaoja.com


News.siamphone.com


Sequelonline.com


Review.co.th


Dailyadvent.com


Telecompaper.com


www.msn.com
2 0 1 7


—


2 0 2 0
Freelance


The works I have dealt with are regarding digital PR
projects, marketing events, especially in part of
creative works and CI design, including branding
management.
BANGKOK INTERNATIONAL DIGITAL
CONTENT 2017 [ BIDC 2017 ]


Digital PR project


The annual digital content fair wanted to promote
the event to international. Under the limited
budget, we began by determining the exact
target that led to accurate target media to
advertise.


In part of PR execution, we used an article for
pitching the target websites, reinforced the
implementation by seeding topics through web
broads and also used Google ads network to
approach the target widely.


[ total impression 10.37 M ]
The total impression is 10.37 M in 2 months of the campaign period.
BANGKOK DESIGN WEEK 2017


PR Scoop project


It was the annual event exhibiting designers'
showcases at various places in Bangkok.


This year, the event focused on the target around
18-25 years old to go visiting the exhibition.
Hence, the PR execution would concentrate on
content touching the audience like the article
regarding the places in Bangkok that people
must not miss to check-in. [ As the target insight,
they liked to share trendy kinds of stuff on social
media ]




Similar project


• Sprinkle : Limited bottle design launching


• Taiwan designer centre : The showcases @
BIG & BIH
The total media value : 1.75 M Baht Sprinkle


Limited bottle design Project


Media value : 0.9 M Baht


Office mom project


Media value : 1.5 M
Taiwan design centre


Media value : 1.5 M Baht
MITSUBISHI HEAVY DUTY


Posting plan project


Executing the project concentrated both the key
messages and keywords related to product
benefits because of search engine friendly
[ SEO ].


However, the topics posted on various web
boards would not be hard-selling the product
obviously because we tended to avoid negative
comments from the brand that disguised to be
internet users to cheer the product.


Remark : project period was 5 months


Similar project


• Gree : Air conditioner
Total media coverage : 5 months


5 Advertorials


75 Topics posted via Top Thai web boards


200 comments
Gree : Airconditioners


5 Advertorials


40 Topics posted via Top Thai web boards


200 comments
BANGKOK INTERNATIONAL
DIGITAL CONTENT 2017 [ BIDC
2017 ]


DIGITAL PR PROJECT


• www.moddb.com


• www.kongregate.com


• coderanch.com


• www.scirra.com


• gamejolt.com


• www.mapcore.org


• home.fgl.com


• forums.toucharcade.com


• forum.unity3d.com


• www.reddit.com


• forums.tigsource.com


• www.garagegames.com


• www.indiedb.com


• makegamessa.com


• www.nextbigwhat.com


• article.wn.com


• www.graphicdesignforums.co.uk


• thewebdesignforum.co.uk


• www.animationxpress.com


• www.awn.com


• www.theverge.com


• www.nationmultimedia.com


BANGKOK DESIGN WEEK 2017


PR SCOOP PROJECT


•  travel.sanook.com


•  news.mthai.com


•  www.thairath.co.th


•  www.dailynews.co.th


•  www.matichon.co.th


•  www.khaosod.co.th


•  www.sudsapda.com


• www.facebook.com


• gmlive.com


TAIWAN DESIGN CENTRE IN BIG
& BIH 2017


PR SCOOP PROJECT


•  world.kapook.com


• talk.mthai.com


• www.dek-d.com


• oknation.nationtv.tv


• www.bangkokbiznews.com


• www.bloggang.com


• n2prnews.exteen.com
SPRINKLE


LIMITED BOTTLE DESIGN EDITION


PR PROJECT


• www.marketingoops.com


•  www.facebook.com/MarketingOopsdotcom


•  twitter.com/MarketingOops


• plus.google.com


• brandinside.asia


• m.facebook.com


• twitter.com/brandinsideasia


SPRINKLE


OFFICE’S MOM PR PROJECT


•  www.tvpoolonline.com


• gossipstar.mthai.com


• www.newsplus.co.th


• world.kapook.com


• www.thailand4.com


• www.thaipr.net


• www.ryt9.com


• cbntchannel.com


• mgronline.com


• www.naewna.com


• www.komchadluek.net
MITSUBISHI HEAVY DUTY


AIRCONDITIONERPOSTING
PROJECT


• board.postjung.com


• www.siamzone.com


• webboard.health.sanook.com


• forum.thaiza.com


• pantip.com


• board.postjung.com


• www.dogilike.com


• www.dek-d.com


• ilovecondo.net


• board.postjung.com


• pantip.com/topic/36059218


• talk.mthai.com


• webboard.siamza.com


• forum.thaiza.com


• webboard.guru.sanook.com


• www.nackna.com


• www.smmagonline.com


Total media coverage : 5 months


5 Advertorials


75 Topics posted via Top Thai web boards


200 comments
GREE


AIRCONDITIONERPOSTING
PROJECT


• pantip.com/topic/36040304


• Siamzone.com


• webboard.sanook.com


• talk.mthai.com


• www.Soccersuck.com/boards


• board.postjung.com


• oknation.nationtv.tv/blog


• board.postjung.com


• www.dek-d.com


• www.Airbkken.com


• cyberbird.exteen.com


• www.posttoday.com


• www.spotlightdaily.net


• www.thansettakij.com


Total media coverage : 5 months


5 Advertorials


40 Topics posted via Top Thai web boards


200 comments
I N D E X : P R N E W S L I N K S
Re-Wild Project
It is the CSR project established by group CP
all. It aims to utilise CP’s empty area, which is
around 20,000 rai ( ไ
ร่
), to bring back the
plenty of forest to Thailand. The logo
represents the project direction that attempts
to make the area full of plants.
Green Ants
To emphasise the brand that its core business
is regarding agricultural industry in Nigeria,
creating the logo uses the corporation letters,
G and A, to design the logo representing an
ant.
Colibri
Colibri is a local-Mexican-beer brand whose
meaning is a hummingbird. The design
concept is to use the letters C, L and B to
create a logo re
fl
ecting the idea of 2
hummingbirds sipping a beer.
928 Ideas Agency
To re-design the logo of an event organiser
company, The logo’s Key visual is
fi
rework that
represents energy, colourfulness, creativity and
happiness. Moreover, the logo also hints the
numbers of 9 2 and 8.


Created in 2013
Airport of SMILES
The icon has Thai art’s elements to visualise
symbolically of a smile. This icon is the key
logo of Suvarnabhumi airport’s campaign in
the year of 2009.


Created in 2009
Kingo : A premium fruit shop
Creating the logo uses K to design a pattern
that can be applied to various branding
materials such as a logo icon, a label tag and
paper wrap.
T H E


Y E A R


2 0 1 6
Director of event marketing business


Tree Dance Publishing Company


A Thai publishing organisation


My responsibility was to lead the event marketing
business unit that was the department set for
generatingextrarevenuetothecompany.


The business strategy was to utilise the magazines'
brand equity and media partners to create interesting
projects to gain sponsorship revenue for achieving the
organisationalgoal.
MAXIM MAGAZINE MADAME FIGARO ATTUTUDE MAGAZINE
IN MAGAZINE
HER WORLD MAGAZINE
Gumchai Lertphuttiphinyo portfolio.pdf
MAXIM MAGAZINE


Miss Maxim 2016 : Sexy Icon


Miss maxim is known as the sexy talent contest.
The contest To create more media value than
previously, we separated the content into 3
stages before the final round in 2016, and we
used all media channels the magazine had,
online, offline and media partner, to promote the
campaign. Moreover, we created opportunities to
let sponsors could blend the branded contents
with the contest processes. As a result, the
sponsors would get more media exposure than
the earlier contests and also the Maxim had a
special project to generate revenue to the
publishing.


Remark :


The concept I created still was used as the
contest theme in the next year later. Miss Maxim 2016 : Key Visual Press Conference 2016


Venue : Terminal 21, Bangkok
Miss Maxim 2016 : Final Round


Link : Miss Maxim 2016
MAXIM MAGAZINE


Angel on duty project : An exclusive pool part


It was an activity from the magazine that brought
the participants and Maxim Girls to fly to the
Phuket island, Thailand, to the exclusive party. To
hit the marketing goal, we set the sponsorship
packages and approached the products that fit in
the Maxim brand's character instead of selling
the ticket for individuals. The result was not only
we hit the goal by having the main sponsor, but
we also had the rest of the tickets to sell our fans
for getting more revenue.
Maxim pool party : Angle on duty 2016


Venue : Peach blossom resort, Phuket
VOOV


Maxim & Attitude live chat project


Even though print media has been facing a lack
of reader crisis. We saw an opportunity that our
magazines' branding we have were valuable.
Therefore, we create the live chat project that let
the target could interactive chat with popular
Miss Maxims and Attitude Guys via VooV
application, which was our sponsor.


IMPULSE


Sailor pool party project 2017


The NGO that encouraged LGBT checking their
blood frequently. As Attitude was the pool party
host, which got a fund form Impulse organisation,
we created a pool party that had full of Attitude
guys and let the target who had proof of blood
checking joined the party for free.
Key visual and Project materials
T H E


Y E A R


2 0 1 5
Creative marketing manager


GMM 25


A Thai television broadcasting channel


What I did were creating concepts ideas responding
to the clients’ marketing briefs and passing all ideas to
a creative unit to develop the ideas into TV campaigns.
Moreover, I was controlling the budget for each
project to determine profit for the GMM25 channel as
well.


Besides, I joined a marketing team as a manager
position to create the annual marketing plan 2016
and take care of the GMM25 special projects,
especially in part of the projects’ margin.
GMM 25 : THAI TV CHANNEL


Year plan 2016


I was the marketing team's member responsible
for creating the GMM25's 2016 marketing plan.
The responsibility let me applied data analytic
skills to define not only identifying the channel’s
strengths and selling points but also projecting
the budget and revenue of the TV programmes in
each broadcasting period of GMM25 channel.


Link : vimeo.com/381521406
Trailer : GMM 25 Year Plan 2016 [ Click Here ]
2 0 1 2


—


2 0 1 4
Freelance


This period I finished various kinds of marketing
work such as consulting a real estate’s marketing
[ Piromland Group ], rebranding an event organiser
company [ 928 Ideas the agency ] and producing the
exhibition for honouring King Rama 9 [ hosted by
Royal Thai Aide-De-Camp Department: กรมราชอง
ค์
รัก
ษ์
]
DFSK


Loading Capacity Challenge


DFSK mini truck wanted to convince the target,
which was explicitly focused on SME business
owners, regarding using a mini truck that enough
to convey stuff for running SME businesses.


As the marketing objective, the idea came up
with "loading challenge" that let the target
guessed the weight of all materials loaded on the
truck, which was related to what SME business
used as a usual routine, to get a free mini truck!.
HOME-RONG [ THE OVERTURE ]


THAI MUSICAL THEATRE


The show’s introduction exhibition


The show was regarding the biography of the
main character who was keen on " Ra-nard", a
kind of Thai traditional musical instruments.


Since the plot based on the true story that
happened in world war 1 period might cause
audiences difficult to watch, the concept of
creating the exhibition content was “ side story”,
which meant presenting tips making the
audiences more easily understand to watch the
show.
SCG DESIGN CATALYST


Social Media Posting Plan


Design Catalyst by SCG Chemicals is an
organisation that has a business direction in
supporting businesses in applying design
processes in the plastic producing process.


Therefore, the direction social media contents
would inspire the target like exciting plastic
design showcases, designers' quote or motto
and interesting news and updates. Moreover,
The contents' detail did not forget to mention the
services Design Catalyst had in every single post.


Period : 2013 [ 4 months ]


Result : Organic like +10,000
กรมราชองครัก
ษ์


RoyalThaiAide-De-CampDepartment


Rama 9 Honour Exhibition


The exhibition concept was creating a poem then
picked up every sentence of it to match a story
that the organisation had done following King
Rama 9 direction such as retaining an
environment, helping suffering people who faced
disasters and levelling up rural life's quality.


Furthermore, people who visited the exhibition
would get the seed from the tree that King Rama
9 had been supporting people to plant. It
reflected that the organisation encouraged
people to follow the King speech further.
928 IDEAS


Re-branding project


Previously the company was focused on only
event marketing business, and then the owner
had a direction to rebranding for dealing with the
marketing trend had been changing
considerably.


Thus, to extend the services an organisation had
had, rebranding execution would be redesigned
not only the logo but also repositioned the brand
character, which communicated the targets that
the organisation was a communication agency
instead of an event organiser.
2 0 0 9


—


2 0 1 1
Creative group head


Branded the agency


A Thai PR agency company


My department’s job was creating communication
campaigns and cooperating the PR unit to use key
messages from those campaigns as content for public
relations through various PR tools. The projects that I
finished were the campaign: Airport of Smile by
Suvarnabhumi. Airport, Thailand and Krispy Kreme
Thailand that my colleagues and I did the PR
phenomenon that was creating the longest Krispy
Kremequeueintheworld.
SUVARNABHUMI AIRPORT


Airport of Smile Campaign


Suvarnabhumi airport aimed to be top 10 the
best airport in the world; thus, we came up with
the direction focused more on the internal
communication under the campaign " Airport of
Smile". The campaign concentrated on
encouraging staff, both permanent and out-
source staffs, to be representative of the Thai
people's smile.


The campaign created the icon, ads, mascot and
on-ground activities to be used for
communicating the target both the internal and a
mass target. In addition, The campaign used PR
tools for amplifying the campaign widely.


Contract Period : 12 Months
Internal encouraging video [ Click Here ]
Radio spot [ Click Here ]
KRISPY KREME


1st Store Launching Activity :


Retained PR Project


The key factors that made the 1st Krispy Kreme
store launching success were effectively using
influencers and media channels. We projected
the influencer group, media people and
celebrities, that had the potential to amplify the
messages to a mass target.


Therefore, the news reaching the mass one
would be blending the positive opinions from
those influencers to engage the public to join
queuing for buying the doughnut.


As a result, we had got the longes Krispy Kreme
queue in the world and could generate 43
millions Baht of media value at that period.
CITROEN DS 3


DS3 Launching Campaign


The idea of creating PR activation for Citroen car
was from presenting DS3's key features that
were a fashionable car and had various colour
models. Hence, we brought a number of red,
white and blue DS3 cars to park into a big heart
shape with the colour of the Thai flag in the
Suvarnabhumi airport for PR photo release.


Then, the campaign reinforced the message of
being the fashionable car continuously through a
roadshow activity that used a 3D mapping
technique as a highlight [ The concept of the 3D
mapping was about presenting DS3 in each
colour model ].
3Ds Mapping [ Click Here ]
PIZZA COMPANY


Buy 1 Get 1 Free PR Activation


In running the promotion campaign, The Pizza
company had got the feedback from target about
the delay issue. To assure that The brand
prepared readiness for dealing with the
promotion, we created the PR angle and
activation idea responding to the marketing
communication objective by using the Pizza
Company's staffs to participate press conference
creatively [ using a cheering technique to present
the campaign key visual ]
AMARI RESIDENCES


AMARI RESIDENCES HUA HIN


PR Activation


Since Hua-Hin was famous for being a
destination that the main target who lived in
Bangkok often visited for a long weekend, the
brand set the condominium character as the best
second home for relaxing during the weekend.


Therefore, The marketing event strategy was
setting marketing events set on long-weekend
periods during a year. As a result, the target
could experience not only seeing the showroom,
but they also trialled to travel from Bangkok to the
site


[ we considered that travelling distance was one
of the crucial factors that affected to decision
making for buying real estate ]
UNIQLO


1st Store launching project


Retained PR Project


Presses’s Collection Preview event
COTTO


Pop Up Trend Show 2012


Since The brand Cotto wanted to show the trend
of Pantone colour year 2013 that had 5 themes,
our idea came up with presenting each of colour
set through pop up installation, which could be
mobility, and interior decoration was set by
following city living style around the world
[ Shanghai, Tokyo, New York, Scandinavian ]
AIMC Association of Investment
Management Companies [ AIMC ]


AIMC Award Announcement event
TRINITY FORUM


Annual international press conference
EXPEDIA


1st Launching Event in Thailand


ORIENTAL RESIDENCE


Open-House Event Project
2 0 0 5


—


2 0 0 8
Creative copywriter


Lowe, Activation Unit


Advertising agency


My responsibility was creating advertising
campaigns [ IMC campaign and Brand activation
campaign ] to purpose clients. Because of job
descriptions, I learned how to apply communication
channels to respond to target insights. One of the
advertising campaigns reflecting what I did at that
period is campaign Clinic Clear Special Force that is
the campaign using a famous online game to
demonstrate shampoo for men!
AXE CHOCOLATE


Launching Campaign


Because of introducing the new variant of the
new product, we created a discount coupon
tester, which is a deodorant flavour tester that
can be used for a discount when the target
wanted to buy the sample size of product at a
convenient store. As a result, AXE could
increase the market share of 10% in the
deodorant for men market.


Other Projects


• The fantasy call centre project


• Casino installation project
AXE Call me : Sexy Call centre AXE Casino : WC Wrapping
CLINIC CLEAR SHAMPOO


Clinic Clear Special Force Project


The project came up from the target insight, male
18-25 yeas old, that mostly like playing a sport or
online gaming. We suggest the brand to
cooperate with the famous online game from
Korea called "Special Force" to create a BB gun
filed imitated from the online stage and. The
target who join playing the BB gun would get a
code of the new-special-rare gun item that could
be used in the online game. Moreover, the target
could also experience the product by washing
their hair after finished playing the BB gun.


Besides, not only the online item that Clinic Clear
shampoo could use as promotion campaign, but
the shampoo brand also got new media
exposure from the online game asset like the
online banner in the online game, website, or the
game's magazine.
Gumchai Lertphuttiphinyo portfolio.pdf
ELECTRICITY GENERATING
AUTHORITY OF THAILAND [ EGAT ]


TVC Launching Event Project


To create PR content align the TVC concept
"EGAT never stop generating electricity", We set
a mime crew wearing EGAT uniform to places
that had an automatic machine like automatic
doors, escalators, electric tollbooth, in the CBD
area. Then we let mime members acted like they
were trying to make those machines work. After
the event, we amplified the content into PR
scoop and pitched to newspapers and
magazines.


This project made EGAT had PR scoop in a
newspaper’s 1st page as EGAT never had
before.
CITRALOTIONLONGLASTINGYOUTH


IMC Campaign


As the product benefit that remained youth in
women skin, we came up with the idea that used
a former beauty queen as the presenter. The
reason was the target perception having to the
former beauty queen, which the target thought
that the beauty queen's look was still young and
younger even though years had passed by.


Other Projects


• Citra panda sampling troop : Citra provoked
the target to be aware that Thailand sunlight
makes women have two-shade-skin colour
like a panda.
Citra Double UV Filter : Sampling road show project
JOHNSON AND JOHNSON


Johnson Charity Project


The project used the event presenters, 4 famous
TV programme hosts [
พิ
ธีกร
ผู้
หญิงถึง
ผู้
หญิง ] to
promote the project and invite the target to join
this charity by only getting free sampling! [ 1
product sampling had value 100 Baht for
donating to มูลนิธิรัก
ษ์
เด็ก ]


Hidden agendas of the event were, the brand
wanted to let the target experienced the product
benefit and to promote the brand in part of CSR
topic to consumers.
TK PARK : LEARNING CENTRE


2 min TV Programme


Since the TK park objective that wanted to point
out the benefit of reading, therefore, an idea
execution was creating 2 mins TV programme
that pointed out the benefit of reading that could
solve every issue the target had faced. The detail
in the TV programme had a catchy word [
อ่
านดี
ก
ว่
าาา ] to call the target attention.


Similar Project


• Rexona reality TV programme
TV programme [ Click here ] Rexona : ภารกิจก
ล้
า
ท้
าความมั่น
BREEZE


CSR Playground Project


Under the brand essence, Dirt is Good, Breeze
created CSR project aiming to provide a
playground to school that faced a lack of learning
tool, and the brand wanted the target participated
in the campaign.


Hence, the campaign created a music video
written and directed by famous people [ สแตม
ป์
และ
นิ้
วกลม ] and launched it via YouTube. When
MV was viewed to 500,000 views, Breeze
provided 3 playgrounds to elementary school at
the south border of Thailand [ 3 จังหวัดชายแดน
ภาคใ
ต้
]
MV เพลงนี้เ
พื่
อลานเ
ล่
น
น้
อง [ Click here ]
GSM


New Logo Launching Event


COKE


Lucky draw campaign [ 100 ฝา 100
ฝั
น ]
TIGER MORTAR


Road Show Activities


TAKEDA


40th Anniversary Campaign : CSR Project and
Dinner Party
2 0 0 2


—


2 0 0 4
Creative staff


TV Thunder


A TV programme-production company


I was one of the team members to create Thai TV
programmes called ONO Show and Master key that
is the longest-broadcasting-comedy game show in
Thailand. What I was assigned were creating scripts,
producing TV scoop and also being a key man to
deal with special projects like an entertainment
concert or special events.
W O R K I N G E X P E R I E N C E
2002- 2004
Creative sta
ff
TV Thunder


TV Programme
• Masterkey


• ONO show


• ONO concert
2005 - 2008
Creative copywriter
Lowe


Activation / IMC Project
• EGAT


• TK Park


• AIS


• Clinic Clear


• Citra


• Sunlight


• Fanta


• Breeze CSR


• AXE


• Johnson & Johnson


• Coke lucky draw


• Fanta online project


• Rexona


• Takeda


• Unif daily C


• บสธ
2012 - 2014
Freelance
Retained project
• Piromland Group


• SCG : Design catalyst


Ad hoc project
• 928 ideas rebranding
project


• DFSK Mini Truck


Exhibition project
• กรมราชองค์รักษ์


• โหมโรง
2009 - 2011
Creative group head
Branded the agency


PR Project
• Suvarnabhumi Airport


• Krispy Kreme


• Amari residences


• Pizza company


• Uniqlo


• AIMC


• Kingpower


• Citroen DS3


• Cotto


• Bosch & Skil


• Expedia
2017- Recent
MBA Candidate
Digital PR Project
• BIDC 2017


• BKKDW 2017


• Sprinkle PR project


• Philip iron PR project


• Mitsubishi heavy duty


• Gree


CI design project
• Colibri : Local Mexican
beer brand


• Green Ant company : a
Nigeria’s agricultural
organisation.


• Kingo : Fruit delivery
2016
Business director
Tree Dance Publishing


Sponsorship Project
• Miss Maxim 2016


• Maxim angel on duty


• Maxim live


• Attitude live
2015
Marketing manager
GMM25


Marketing work
• Annual plan 2016


• TV Scoop projects’ budget
57
2020- Recent
Head of Marketing
redONE Network
(Thailand )


Marketing Dept.
• Marketing Comm


• Trade Marketing


• Business Development
F O R M O R E I N F O R M A T I O N
T H A N K Y O U
G u m m y a r c h @ g m a i l . c o m
+ 6 6 [ 0 ] 9 2 6 5 9 8 9 5 9
www.linkedin.com/in/gumchai-
lertphuttiphinyo-322a1997/
GUMCHAI LERTPHUTTIPHINYO


กำชัย เลิศพุฒิภิญโญ

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Gumchai Lertphuttiphinyo portfolio.pdf

  • 2. G u m m y a r c h @ g m a i l . c o m + 6 6 [ 0 ] 9 2 6 5 9 8 9 5 9 www.linkedin.com/in/gumchai- lertphuttiphinyo-322a1997/ GUMCHAI LERTPHUTTIPHINYO กำชัย เลิศพุฒิภิญโญ
  • 3. I am a creative person who has over-20-year working experience in a 360-degree marketing communication field. Regarding my career path, from a junior creative to Head of Marketing, I believe that being open-minded and passionate about learning is essential to bringing us toward challenges, sparking our creativity and enhancing our working skills. Collaboration is always a key to working. Listening to colleagues' opinions helps teamwork effectively towards achieving its goals. Communication in the group also helps enhance the relationship between teammates very well.
  • 4. P E R S O N A L I N F O R M A T I O N BIRTHDATE 25 February 1981 ADDRESS 34/64 Soi Vibhavadi Rangsit 47, Vibhavadi Rangsit Road, Don Muang Airport District, Bangkok Thailand 10210 E-MAIL ADDRESS Gummyarch@gmail.com MOBILE PHONE +66 [ 0 ] 92 6598 959 LINKEDIN www.linkedin.com/in/gumchai- lertphuttiphinyo-322a1997/ LANGUAGE • Thai • English
  • 5. 2019 - 2018 University of Aberdeen : The UK Postgraduate : MBA Programme Class of commendation 2002 - 1998 Chulalongkorn University : Thailand Undergraduate : Faculty of architecture Major exterior architecture 1998 - 1993 Horwang school : Thailand Scientific - Mathematic programme E D U C A T I O N A L B A C K G R O U N D
  • 6. 2020 - Resent Head of Marketing redONE Network ( Thailand ) Telco Company from Malaysia 2017 - 2020 MBA Candidate / Freelance The Year 2016 Directorofeventmarketingbusiness Tree Dance Publishing Company A Thai publishing organisation The Year 2015 Creative marketing manager GMM25 AThaitelevisionbroadcastingchannel 2012 - 2014 Freelance W O R K I N G E X P E R I E N C E 2009 - 2011 Creative group head Branded the agency A Thai PR agency company 2005 - 2008 Creative copywriter Lowe : Advertising agency [ Thailand’s branch : Activation unit ] 2002- 2004 Creative unit’s employee TV Thunder A TV programme-production company
  • 7. W O R K I N G S K I L L S TOEIC • Total score 735  •  Issued November 23, 2019 CERTIFICATION • Data Analytics With Business Simulation Game WORKING SKILLS • Concept design • Corporate identity design • Branding management • Communication strategy • PR management • Advertisement • Digital marketing • Fundamental financial analysis PROGRAMME • Adobe photoshop • Adobe illustrator • Adobe premiere pro • iWork : - Page - Number - Keynote • Microsoft office : - Word - Excel - Powerpoint
  • 8. W O R K I N G E X P E R I E N C E 2002- 2004 Creative sta ff TV Thunder TV Programme • Masterkey • ONO show • ONO concert 2005 - 2008 Creative copywriter Lowe Activation / IMC Project • EGAT • TK Park • AIS • Clinic Clear • Citra • Sunlight • Fanta • Breeze CSR • AXE • Johnson & Johnson • Coke lucky draw • Fanta online project • Rexona • Takeda • Unif daily C • บสธ 2012 - 2014 Freelance Retained project • Piromland Group • SCG : Design catalyst Ad hoc project • 928 ideas rebranding project • DFSK Mini Truck Exhibition project • กรมราชองค์รักษ์ • โหมโรง 2009 - 2011 Creative group head Branded the agency PR Project • Suvarnabhumi Airport • Krispy Kreme • Amari residences • Pizza company • Uniqlo • AIMC • Kingpower • Citroen DS3 • Cotto • Bosch & Skil • Expedia 2017- Recent MBA Candidate Digital PR Project • BIDC 2017 • BKKDW 2017 • Sprinkle PR project • Philip iron PR project • Mitsubishi heavy duty • Gree CI design project • Colibri : Local Mexican beer brand • Green Ant company : a Nigeria’s agricultural organisation. • Kingo : Fruit delivery 2016 Business director Tree Dance Publishing Sponsorship Project • Miss Maxim 2016 • Maxim angel on duty • Maxim live • Attitude live 2015 Marketing manager GMM25 Marketing work • Annual plan 2016 • TV Scoop projects’ budget 8 2020- Recent Head of Marketing redONE Network (Thailand ) Marketing Dept. • Marketing Comm • Trade Marketing • Business Development
  • 9. 2 0 2 0 — R E C E N T Head of Marketing redONE Network (Thailand) Regional Telco Company Based in Malaysia I have been working here since the set-up period in 2020. For the job description, I am assigned to manage the marketing strategy, monitor targets' trends to develop the packages responding to the market and conduct a team to set up partners' shops in the trade marketing area by using effective channels.
  • 10. PR Coverage Sanook Thereporter.asia Thansettakij.com Thaimlmnews.com Brighttv.co.th Naewna.com Bangkokpost.com Marketingoops.com Brandage.com Smartsme.co.th CBNChannel.com Today.line.me Adslthailand.com Bluechipthai.com Mxphone.com Khaoja.com News.siamphone.com Sequelonline.com Review.co.th Dailyadvent.com Telecompaper.com www.msn.com KPI - Over 4,000 Subscribers - 800 Partners nationwide Sanook Thereporter.asia Thansettakij.com Thaimlmnews.com Brighttv.co.th Naewna.com Bangkokpost.com Marketingoops.com Brandage.com Smartsme.co.th CBNChannel.com Today.line.me Adslthailand.com Bluechipthai.com Mxphone.com Khaoja.com News.siamphone.com Sequelonline.com Review.co.th Dailyadvent.com Telecompaper.com www.msn.com
  • 11. 2 0 1 7 — 2 0 2 0 Freelance The works I have dealt with are regarding digital PR projects, marketing events, especially in part of creative works and CI design, including branding management.
  • 12. BANGKOK INTERNATIONAL DIGITAL CONTENT 2017 [ BIDC 2017 ] Digital PR project The annual digital content fair wanted to promote the event to international. Under the limited budget, we began by determining the exact target that led to accurate target media to advertise. In part of PR execution, we used an article for pitching the target websites, reinforced the implementation by seeding topics through web broads and also used Google ads network to approach the target widely. [ total impression 10.37 M ] The total impression is 10.37 M in 2 months of the campaign period.
  • 13. BANGKOK DESIGN WEEK 2017 PR Scoop project It was the annual event exhibiting designers' showcases at various places in Bangkok. This year, the event focused on the target around 18-25 years old to go visiting the exhibition. Hence, the PR execution would concentrate on content touching the audience like the article regarding the places in Bangkok that people must not miss to check-in. [ As the target insight, they liked to share trendy kinds of stuff on social media ] Similar project • Sprinkle : Limited bottle design launching • Taiwan designer centre : The showcases @ BIG & BIH The total media value : 1.75 M Baht Sprinkle Limited bottle design Project Media value : 0.9 M Baht Office mom project Media value : 1.5 M Taiwan design centre Media value : 1.5 M Baht
  • 14. MITSUBISHI HEAVY DUTY Posting plan project Executing the project concentrated both the key messages and keywords related to product benefits because of search engine friendly [ SEO ]. However, the topics posted on various web boards would not be hard-selling the product obviously because we tended to avoid negative comments from the brand that disguised to be internet users to cheer the product. Remark : project period was 5 months Similar project • Gree : Air conditioner Total media coverage : 5 months 5 Advertorials 75 Topics posted via Top Thai web boards 200 comments Gree : Airconditioners 5 Advertorials 40 Topics posted via Top Thai web boards 200 comments
  • 15. BANGKOK INTERNATIONAL DIGITAL CONTENT 2017 [ BIDC 2017 ] DIGITAL PR PROJECT • www.moddb.com • www.kongregate.com • coderanch.com • www.scirra.com • gamejolt.com • www.mapcore.org • home.fgl.com • forums.toucharcade.com • forum.unity3d.com • www.reddit.com • forums.tigsource.com • www.garagegames.com • www.indiedb.com • makegamessa.com • www.nextbigwhat.com • article.wn.com • www.graphicdesignforums.co.uk • thewebdesignforum.co.uk • www.animationxpress.com • www.awn.com • www.theverge.com • www.nationmultimedia.com BANGKOK DESIGN WEEK 2017 PR SCOOP PROJECT •  travel.sanook.com •  news.mthai.com •  www.thairath.co.th •  www.dailynews.co.th •  www.matichon.co.th •  www.khaosod.co.th •  www.sudsapda.com • www.facebook.com • gmlive.com TAIWAN DESIGN CENTRE IN BIG & BIH 2017 PR SCOOP PROJECT •  world.kapook.com • talk.mthai.com • www.dek-d.com • oknation.nationtv.tv • www.bangkokbiznews.com • www.bloggang.com • n2prnews.exteen.com SPRINKLE LIMITED BOTTLE DESIGN EDITION PR PROJECT • www.marketingoops.com •  www.facebook.com/MarketingOopsdotcom •  twitter.com/MarketingOops • plus.google.com • brandinside.asia • m.facebook.com • twitter.com/brandinsideasia SPRINKLE OFFICE’S MOM PR PROJECT •  www.tvpoolonline.com • gossipstar.mthai.com • www.newsplus.co.th • world.kapook.com • www.thailand4.com • www.thaipr.net • www.ryt9.com • cbntchannel.com • mgronline.com • www.naewna.com • www.komchadluek.net MITSUBISHI HEAVY DUTY AIRCONDITIONERPOSTING PROJECT • board.postjung.com • www.siamzone.com • webboard.health.sanook.com • forum.thaiza.com • pantip.com • board.postjung.com • www.dogilike.com • www.dek-d.com • ilovecondo.net • board.postjung.com • pantip.com/topic/36059218 • talk.mthai.com • webboard.siamza.com • forum.thaiza.com • webboard.guru.sanook.com • www.nackna.com • www.smmagonline.com Total media coverage : 5 months 5 Advertorials 75 Topics posted via Top Thai web boards 200 comments GREE AIRCONDITIONERPOSTING PROJECT • pantip.com/topic/36040304 • Siamzone.com • webboard.sanook.com • talk.mthai.com • www.Soccersuck.com/boards • board.postjung.com • oknation.nationtv.tv/blog • board.postjung.com • www.dek-d.com • www.Airbkken.com • cyberbird.exteen.com • www.posttoday.com • www.spotlightdaily.net • www.thansettakij.com Total media coverage : 5 months 5 Advertorials 40 Topics posted via Top Thai web boards 200 comments I N D E X : P R N E W S L I N K S
  • 16. Re-Wild Project It is the CSR project established by group CP all. It aims to utilise CP’s empty area, which is around 20,000 rai ( ไ ร่ ), to bring back the plenty of forest to Thailand. The logo represents the project direction that attempts to make the area full of plants. Green Ants To emphasise the brand that its core business is regarding agricultural industry in Nigeria, creating the logo uses the corporation letters, G and A, to design the logo representing an ant. Colibri Colibri is a local-Mexican-beer brand whose meaning is a hummingbird. The design concept is to use the letters C, L and B to create a logo re fl ecting the idea of 2 hummingbirds sipping a beer.
  • 17. 928 Ideas Agency To re-design the logo of an event organiser company, The logo’s Key visual is fi rework that represents energy, colourfulness, creativity and happiness. Moreover, the logo also hints the numbers of 9 2 and 8. Created in 2013 Airport of SMILES The icon has Thai art’s elements to visualise symbolically of a smile. This icon is the key logo of Suvarnabhumi airport’s campaign in the year of 2009. Created in 2009 Kingo : A premium fruit shop Creating the logo uses K to design a pattern that can be applied to various branding materials such as a logo icon, a label tag and paper wrap.
  • 18. T H E Y E A R 2 0 1 6 Director of event marketing business Tree Dance Publishing Company A Thai publishing organisation My responsibility was to lead the event marketing business unit that was the department set for generatingextrarevenuetothecompany. The business strategy was to utilise the magazines' brand equity and media partners to create interesting projects to gain sponsorship revenue for achieving the organisationalgoal.
  • 19. MAXIM MAGAZINE MADAME FIGARO ATTUTUDE MAGAZINE IN MAGAZINE HER WORLD MAGAZINE
  • 21. MAXIM MAGAZINE Miss Maxim 2016 : Sexy Icon Miss maxim is known as the sexy talent contest. The contest To create more media value than previously, we separated the content into 3 stages before the final round in 2016, and we used all media channels the magazine had, online, offline and media partner, to promote the campaign. Moreover, we created opportunities to let sponsors could blend the branded contents with the contest processes. As a result, the sponsors would get more media exposure than the earlier contests and also the Maxim had a special project to generate revenue to the publishing. Remark : The concept I created still was used as the contest theme in the next year later. Miss Maxim 2016 : Key Visual Press Conference 2016 Venue : Terminal 21, Bangkok
  • 22. Miss Maxim 2016 : Final Round Link : Miss Maxim 2016
  • 23. MAXIM MAGAZINE Angel on duty project : An exclusive pool part It was an activity from the magazine that brought the participants and Maxim Girls to fly to the Phuket island, Thailand, to the exclusive party. To hit the marketing goal, we set the sponsorship packages and approached the products that fit in the Maxim brand's character instead of selling the ticket for individuals. The result was not only we hit the goal by having the main sponsor, but we also had the rest of the tickets to sell our fans for getting more revenue. Maxim pool party : Angle on duty 2016 Venue : Peach blossom resort, Phuket
  • 24. VOOV Maxim & Attitude live chat project Even though print media has been facing a lack of reader crisis. We saw an opportunity that our magazines' branding we have were valuable. Therefore, we create the live chat project that let the target could interactive chat with popular Miss Maxims and Attitude Guys via VooV application, which was our sponsor. IMPULSE Sailor pool party project 2017 The NGO that encouraged LGBT checking their blood frequently. As Attitude was the pool party host, which got a fund form Impulse organisation, we created a pool party that had full of Attitude guys and let the target who had proof of blood checking joined the party for free. Key visual and Project materials
  • 25. T H E Y E A R 2 0 1 5 Creative marketing manager GMM 25 A Thai television broadcasting channel What I did were creating concepts ideas responding to the clients’ marketing briefs and passing all ideas to a creative unit to develop the ideas into TV campaigns. Moreover, I was controlling the budget for each project to determine profit for the GMM25 channel as well. Besides, I joined a marketing team as a manager position to create the annual marketing plan 2016 and take care of the GMM25 special projects, especially in part of the projects’ margin.
  • 26. GMM 25 : THAI TV CHANNEL Year plan 2016 I was the marketing team's member responsible for creating the GMM25's 2016 marketing plan. The responsibility let me applied data analytic skills to define not only identifying the channel’s strengths and selling points but also projecting the budget and revenue of the TV programmes in each broadcasting period of GMM25 channel. Link : vimeo.com/381521406 Trailer : GMM 25 Year Plan 2016 [ Click Here ]
  • 27. 2 0 1 2 — 2 0 1 4 Freelance This period I finished various kinds of marketing work such as consulting a real estate’s marketing [ Piromland Group ], rebranding an event organiser company [ 928 Ideas the agency ] and producing the exhibition for honouring King Rama 9 [ hosted by Royal Thai Aide-De-Camp Department: กรมราชอง ค์ รัก ษ์ ]
  • 28. DFSK Loading Capacity Challenge DFSK mini truck wanted to convince the target, which was explicitly focused on SME business owners, regarding using a mini truck that enough to convey stuff for running SME businesses. As the marketing objective, the idea came up with "loading challenge" that let the target guessed the weight of all materials loaded on the truck, which was related to what SME business used as a usual routine, to get a free mini truck!.
  • 29. HOME-RONG [ THE OVERTURE ] THAI MUSICAL THEATRE The show’s introduction exhibition The show was regarding the biography of the main character who was keen on " Ra-nard", a kind of Thai traditional musical instruments. Since the plot based on the true story that happened in world war 1 period might cause audiences difficult to watch, the concept of creating the exhibition content was “ side story”, which meant presenting tips making the audiences more easily understand to watch the show.
  • 30. SCG DESIGN CATALYST Social Media Posting Plan Design Catalyst by SCG Chemicals is an organisation that has a business direction in supporting businesses in applying design processes in the plastic producing process. Therefore, the direction social media contents would inspire the target like exciting plastic design showcases, designers' quote or motto and interesting news and updates. Moreover, The contents' detail did not forget to mention the services Design Catalyst had in every single post. Period : 2013 [ 4 months ] Result : Organic like +10,000
  • 31. กรมราชองครัก ษ์ RoyalThaiAide-De-CampDepartment Rama 9 Honour Exhibition The exhibition concept was creating a poem then picked up every sentence of it to match a story that the organisation had done following King Rama 9 direction such as retaining an environment, helping suffering people who faced disasters and levelling up rural life's quality. Furthermore, people who visited the exhibition would get the seed from the tree that King Rama 9 had been supporting people to plant. It reflected that the organisation encouraged people to follow the King speech further.
  • 32. 928 IDEAS Re-branding project Previously the company was focused on only event marketing business, and then the owner had a direction to rebranding for dealing with the marketing trend had been changing considerably. Thus, to extend the services an organisation had had, rebranding execution would be redesigned not only the logo but also repositioned the brand character, which communicated the targets that the organisation was a communication agency instead of an event organiser.
  • 33. 2 0 0 9 — 2 0 1 1 Creative group head Branded the agency A Thai PR agency company My department’s job was creating communication campaigns and cooperating the PR unit to use key messages from those campaigns as content for public relations through various PR tools. The projects that I finished were the campaign: Airport of Smile by Suvarnabhumi. Airport, Thailand and Krispy Kreme Thailand that my colleagues and I did the PR phenomenon that was creating the longest Krispy Kremequeueintheworld.
  • 34. SUVARNABHUMI AIRPORT Airport of Smile Campaign Suvarnabhumi airport aimed to be top 10 the best airport in the world; thus, we came up with the direction focused more on the internal communication under the campaign " Airport of Smile". The campaign concentrated on encouraging staff, both permanent and out- source staffs, to be representative of the Thai people's smile. The campaign created the icon, ads, mascot and on-ground activities to be used for communicating the target both the internal and a mass target. In addition, The campaign used PR tools for amplifying the campaign widely. Contract Period : 12 Months Internal encouraging video [ Click Here ] Radio spot [ Click Here ]
  • 35. KRISPY KREME 1st Store Launching Activity : Retained PR Project The key factors that made the 1st Krispy Kreme store launching success were effectively using influencers and media channels. We projected the influencer group, media people and celebrities, that had the potential to amplify the messages to a mass target. Therefore, the news reaching the mass one would be blending the positive opinions from those influencers to engage the public to join queuing for buying the doughnut. As a result, we had got the longes Krispy Kreme queue in the world and could generate 43 millions Baht of media value at that period.
  • 36. CITROEN DS 3 DS3 Launching Campaign The idea of creating PR activation for Citroen car was from presenting DS3's key features that were a fashionable car and had various colour models. Hence, we brought a number of red, white and blue DS3 cars to park into a big heart shape with the colour of the Thai flag in the Suvarnabhumi airport for PR photo release. Then, the campaign reinforced the message of being the fashionable car continuously through a roadshow activity that used a 3D mapping technique as a highlight [ The concept of the 3D mapping was about presenting DS3 in each colour model ]. 3Ds Mapping [ Click Here ]
  • 37. PIZZA COMPANY Buy 1 Get 1 Free PR Activation In running the promotion campaign, The Pizza company had got the feedback from target about the delay issue. To assure that The brand prepared readiness for dealing with the promotion, we created the PR angle and activation idea responding to the marketing communication objective by using the Pizza Company's staffs to participate press conference creatively [ using a cheering technique to present the campaign key visual ]
  • 38. AMARI RESIDENCES AMARI RESIDENCES HUA HIN PR Activation Since Hua-Hin was famous for being a destination that the main target who lived in Bangkok often visited for a long weekend, the brand set the condominium character as the best second home for relaxing during the weekend. Therefore, The marketing event strategy was setting marketing events set on long-weekend periods during a year. As a result, the target could experience not only seeing the showroom, but they also trialled to travel from Bangkok to the site [ we considered that travelling distance was one of the crucial factors that affected to decision making for buying real estate ]
  • 39. UNIQLO 1st Store launching project Retained PR Project Presses’s Collection Preview event
  • 40. COTTO Pop Up Trend Show 2012 Since The brand Cotto wanted to show the trend of Pantone colour year 2013 that had 5 themes, our idea came up with presenting each of colour set through pop up installation, which could be mobility, and interior decoration was set by following city living style around the world [ Shanghai, Tokyo, New York, Scandinavian ]
  • 41. AIMC Association of Investment Management Companies [ AIMC ] AIMC Award Announcement event TRINITY FORUM Annual international press conference
  • 42. EXPEDIA 1st Launching Event in Thailand ORIENTAL RESIDENCE Open-House Event Project
  • 43. 2 0 0 5 — 2 0 0 8 Creative copywriter Lowe, Activation Unit Advertising agency My responsibility was creating advertising campaigns [ IMC campaign and Brand activation campaign ] to purpose clients. Because of job descriptions, I learned how to apply communication channels to respond to target insights. One of the advertising campaigns reflecting what I did at that period is campaign Clinic Clear Special Force that is the campaign using a famous online game to demonstrate shampoo for men!
  • 44. AXE CHOCOLATE Launching Campaign Because of introducing the new variant of the new product, we created a discount coupon tester, which is a deodorant flavour tester that can be used for a discount when the target wanted to buy the sample size of product at a convenient store. As a result, AXE could increase the market share of 10% in the deodorant for men market. Other Projects • The fantasy call centre project • Casino installation project
  • 45. AXE Call me : Sexy Call centre AXE Casino : WC Wrapping
  • 46. CLINIC CLEAR SHAMPOO Clinic Clear Special Force Project The project came up from the target insight, male 18-25 yeas old, that mostly like playing a sport or online gaming. We suggest the brand to cooperate with the famous online game from Korea called "Special Force" to create a BB gun filed imitated from the online stage and. The target who join playing the BB gun would get a code of the new-special-rare gun item that could be used in the online game. Moreover, the target could also experience the product by washing their hair after finished playing the BB gun. Besides, not only the online item that Clinic Clear shampoo could use as promotion campaign, but the shampoo brand also got new media exposure from the online game asset like the online banner in the online game, website, or the game's magazine.
  • 48. ELECTRICITY GENERATING AUTHORITY OF THAILAND [ EGAT ] TVC Launching Event Project To create PR content align the TVC concept "EGAT never stop generating electricity", We set a mime crew wearing EGAT uniform to places that had an automatic machine like automatic doors, escalators, electric tollbooth, in the CBD area. Then we let mime members acted like they were trying to make those machines work. After the event, we amplified the content into PR scoop and pitched to newspapers and magazines. This project made EGAT had PR scoop in a newspaper’s 1st page as EGAT never had before.
  • 49. CITRALOTIONLONGLASTINGYOUTH IMC Campaign As the product benefit that remained youth in women skin, we came up with the idea that used a former beauty queen as the presenter. The reason was the target perception having to the former beauty queen, which the target thought that the beauty queen's look was still young and younger even though years had passed by. Other Projects • Citra panda sampling troop : Citra provoked the target to be aware that Thailand sunlight makes women have two-shade-skin colour like a panda.
  • 50. Citra Double UV Filter : Sampling road show project
  • 51. JOHNSON AND JOHNSON Johnson Charity Project The project used the event presenters, 4 famous TV programme hosts [ พิ ธีกร ผู้ หญิงถึง ผู้ หญิง ] to promote the project and invite the target to join this charity by only getting free sampling! [ 1 product sampling had value 100 Baht for donating to มูลนิธิรัก ษ์ เด็ก ] Hidden agendas of the event were, the brand wanted to let the target experienced the product benefit and to promote the brand in part of CSR topic to consumers.
  • 52. TK PARK : LEARNING CENTRE 2 min TV Programme Since the TK park objective that wanted to point out the benefit of reading, therefore, an idea execution was creating 2 mins TV programme that pointed out the benefit of reading that could solve every issue the target had faced. The detail in the TV programme had a catchy word [ อ่ านดี ก ว่ าาา ] to call the target attention. Similar Project • Rexona reality TV programme TV programme [ Click here ] Rexona : ภารกิจก ล้ า ท้ าความมั่น
  • 53. BREEZE CSR Playground Project Under the brand essence, Dirt is Good, Breeze created CSR project aiming to provide a playground to school that faced a lack of learning tool, and the brand wanted the target participated in the campaign. Hence, the campaign created a music video written and directed by famous people [ สแตม ป์ และ นิ้ วกลม ] and launched it via YouTube. When MV was viewed to 500,000 views, Breeze provided 3 playgrounds to elementary school at the south border of Thailand [ 3 จังหวัดชายแดน ภาคใ ต้ ] MV เพลงนี้เ พื่ อลานเ ล่ น น้ อง [ Click here ]
  • 54. GSM New Logo Launching Event COKE Lucky draw campaign [ 100 ฝา 100 ฝั น ]
  • 55. TIGER MORTAR Road Show Activities TAKEDA 40th Anniversary Campaign : CSR Project and Dinner Party
  • 56. 2 0 0 2 — 2 0 0 4 Creative staff TV Thunder A TV programme-production company I was one of the team members to create Thai TV programmes called ONO Show and Master key that is the longest-broadcasting-comedy game show in Thailand. What I was assigned were creating scripts, producing TV scoop and also being a key man to deal with special projects like an entertainment concert or special events.
  • 57. W O R K I N G E X P E R I E N C E 2002- 2004 Creative sta ff TV Thunder TV Programme • Masterkey • ONO show • ONO concert 2005 - 2008 Creative copywriter Lowe Activation / IMC Project • EGAT • TK Park • AIS • Clinic Clear • Citra • Sunlight • Fanta • Breeze CSR • AXE • Johnson & Johnson • Coke lucky draw • Fanta online project • Rexona • Takeda • Unif daily C • บสธ 2012 - 2014 Freelance Retained project • Piromland Group • SCG : Design catalyst Ad hoc project • 928 ideas rebranding project • DFSK Mini Truck Exhibition project • กรมราชองค์รักษ์ • โหมโรง 2009 - 2011 Creative group head Branded the agency PR Project • Suvarnabhumi Airport • Krispy Kreme • Amari residences • Pizza company • Uniqlo • AIMC • Kingpower • Citroen DS3 • Cotto • Bosch & Skil • Expedia 2017- Recent MBA Candidate Digital PR Project • BIDC 2017 • BKKDW 2017 • Sprinkle PR project • Philip iron PR project • Mitsubishi heavy duty • Gree CI design project • Colibri : Local Mexican beer brand • Green Ant company : a Nigeria’s agricultural organisation. • Kingo : Fruit delivery 2016 Business director Tree Dance Publishing Sponsorship Project • Miss Maxim 2016 • Maxim angel on duty • Maxim live • Attitude live 2015 Marketing manager GMM25 Marketing work • Annual plan 2016 • TV Scoop projects’ budget 57 2020- Recent Head of Marketing redONE Network (Thailand ) Marketing Dept. • Marketing Comm • Trade Marketing • Business Development
  • 58. F O R M O R E I N F O R M A T I O N T H A N K Y O U G u m m y a r c h @ g m a i l . c o m + 6 6 [ 0 ] 9 2 6 5 9 8 9 5 9 www.linkedin.com/in/gumchai- lertphuttiphinyo-322a1997/ GUMCHAI LERTPHUTTIPHINYO กำชัย เลิศพุฒิภิญโญ