Yell Bangkok fosters an environment of trust and ingenuity

Rejecting a rigid structure to unlock creativity

by India Fizer , AdForum

Yell Bangkok
Bangkok, Thailand
See Profile

Kanokkan Rinnachit
Managing Director Yell Advertising

A commitment to deep listening and an agile, flexible team are crucial to successfully navigating today's dynamic business landscape. We chatted with, Kanokkan Rinnachit, Yell Bangkok's Managing Director, on their customized approach to client work.


Can you give us a brief overview of your structure, capabilities, and client portfolio?

Yell Group is an independent agency that originated in Thailand, and has grown from a small team to over 100 talented professionals. Throughout our journey, we have undergone several trials and errors to establish our unique culture and work structure. Our driving force has always been to provide the best communication solutions for our esteemed clients. We believe that empowering our team to think creatively and innovate is the key to achieving success for our clients' brands. 

At here, we foster an environment of trust and give our team the space to think outside the box, unlocking their full potential and inspiring them to generate unlimited new ideas for communication. Our impressive portfolio includes leading brands in Thailand, such as CP, ThaiBev, Pruksa Real Estate, PTT, and SCB Bank, as well as international projects such as Pfizer Pharmaceutical Singapore, FWD insurance, KTAM Krungthai Asset Management, TIQ by Etiqa. Our team thrives on new opportunities, as each experience enriches our skills and knowledge. We firmly believe that working without constraints is essential to deliver the best results for our clients, and we are committed to making their visions a reality.


How do you stay ahead of the curve and compete with large agencies or networks?

Deep Listening is the key. We recognize the importance of experimentation and learn from our mistakes to develop our unique approach. It has become clear to us that following a rigid structure can hinder our ability to unlock new skills and reach our full potential as a team.

We stand shoulder-to-shoulder with our clients, striving to immerse ourselves in their brand and become brand marketers in our own right. Our team is skilled in making informed decisions that align with the brand's objectives, and we value the input of every team member. Our willingness to listen and adjust ensures that we are always in sync with our clients and create communication that aligns with their goals. 

This sets Yell Group apart from traditional network agencies, as we are agile, flexible, and easy to work with. Our commitment to deep listening enables us to provide a level of service that is unmatched in the industry. By working collaboratively with our clients, we ensure that we always deliver on our shared vision.


Many clients seem to be moving towards project work rather than the old AOR model. How, if at all, has that changed how you approach a pitch and how you position your agency to a brand?

I firmly believe that no obstacle is insurmountable if we are aligned in our vision. In today's ever-evolving market, clients are seeking partners who are capable of adapting to changing circumstances and overcoming limitations to achieve success together. While this may seem like a lofty goal, it is something that we are committed to at our agency.

We understand that every brand has unique needs and a specific path to success. This is why we entrust our teams to experiment and develop the best approach to meet each client's objectives. By staying attuned to our clients' needs and being responsive to market conditions, we can create a customized solution that resonates with their target audience.

At the core of our approach is deep listening, which allows us to understand the consumer's perspective and deliver solutions that meet their needs. By combining this insight with our team's expertise, we can develop multiple paths to success for our clients. This approach ensures that we not only meet our clients' expectations but exceed them at every turn.


In what ways does your agency’s size affect the way you approach campaign work?

In today's dynamic business environment, agility and responsiveness are essential traits for an agency to possess. A smaller agency may be more nimble and able to pivot quickly to meet a client's evolving needs. Conversely, a larger agency may have more resources and greater capacity to handle complex projects.

Regardless of an agency's size, what matters most is its ability to deliver effective solutions that meet the unique needs of each client. By staying focused on the end goal and remaining committed to delivering exceptional work, any agency, big or small, can succeed in this highly competitive landscape.