Chutima Wiriyamahakul: Leverages Years Of Acumen To Synchronize Network Toward Brand Excellence & Measurable Impact

In an era where brand visibility is won or lost in seconds, the marketing communication consultancy and advertising industry has become more critical than ever. Fueled by rapid acceleration of digital tools, data analytics, and AI-driven insights, companies are moving beyond traditional tactics to integrated, omnichannel strategies. Leading organizations are investing in customer intelligence, cross-functional collaboration, and automation to create dynamic, results-oriented marketing ecosystems. Communication management has become increasingly sophisticated, driving greater efficiency and effectiveness.

Similarly, in a world shaped by constant, uncontrollable factors, Chutima Wiriyamahakul focuses on channelling her inner energy, turning intention into motion without waiting for direction. As CEO of a branding, advertising, and marketing services firm, Hakuhodo First, her proactive mindset defines her leadership approach and client networking: uncovering true motivations and aligning with them to craft pathways toward brand excellence and measurable impact. Facing industry-wide digital disruption in a long career of 26 years, Chutima has helped clients and teams look beyond the obvious, reinventing process, integrating new technologies, and reaffirming challenges as opportunities. With a goal not just to energize herself, but the people and systems around her as well, Chutima ensures that her and her team’s collective potential is activated to drive transformative outcomes.

Take us through the formative years of your life and highlight key influences growing up.

Raised as an only child, I cultivated self-reliance while also learning the importance of building mutually supportive networks with family and those around me. Growing up in Thailand further shaped my perspective with its rich cultural heritage and the enduring resilience of its people informing my interpersonal and professional values.

Early exposure to storytelling and the shifting media landscape in Asia ignited a lifelong interest on how narratives shape perception. I view marketing not merely as a commercial function but as a strategic means to foster authentic connections and align with consumers' evolving aspirations.

Tell us about your 26-year-long professional journey? What were some of the most crucial turning points during this journey?

Throughout my 26-year journey in the marketing and advertising industry, I have remained committed to the idea that communication can be a powerful force for good. The most transformative phase came when I moved into advertising just as strategic planning began gaining prominence. This shift allowed me to harness consumer insights to fuel creativity and deliver results with greater social and business impact.

Leaders become great not because of their power, but because of their ability to empower others

Navigating executive spaces as a young female leader, I encountered moments that tested both resilience and strategic acumen. A standout experience was presenting a disruptive brand strategy to a major Thai and International client, despite initial scepticism. Grounded in research and strengthened by the trust of a senior supervisor, I led with clarity and confidence. The campaign delivered strong business results and marked a key milestone in gaining recognition as a credible voice in leadership.

What key areas of specialization have you developed over the years?

With a foundation in strategic planning, my expertise spans brand strategy, communications, and enterprise transformation. I specialize in identifying long-term growth trajectories and surfacing untapped opportunities that drive sustained impact and competitive advantage.

I specialize in aligning brand narratives with evolving consumer behaviours, leveraging data-driven insights to deliver impactful and measurable outcomes. My passion lies in pushing boundaries, merging innovates technologies with strategic frameworks to redefine what is possible in marketing and business.

Introduce us to Hakuhodo First. What key roles and responsibilities do you shoulder as the company’s CEO?

Stepping into the role of CEO during Hakuhodo First’s 20th anniversary marked a pivotal moment to guide the agency into its next phase of evolution. From humble beginnings, we have grown into a trusted brand recognized for memorable campaign that resonate with Thai audiences with expansion to global communication scope. As a full-service creative and marketing agency under Japan’s renowned Hakuhodo Inc; we are leveraging our deep capabilities to scale innovative service and expand our international footprint.

I am responsible for aligning operations with the mission of influencing behaviour through insight-led, tech-enabled communication. By adopting AI and other emerging technologies, we consistently generate tangible value for clients. My leadership also centres on client trust, organizational agility, and the belief that impactful communication should contribute to the well-being of people and the communities they live in.

What key business challenges do you encounter in your current role at Hakuhodo First?

Driven by digital acceleration, evolving business models, and generational shifts in the workforce, today’s landscape calls for more than reactive strategies. It requires bold reinvention to unlock the next wave of sustainable growth. As we navigate unprecedented shifts in technology, market behaviour, and social expectations, the mandate is to create a business model that is agile, purpose-driven, and built for long-term relevance. My focus is on designing solutions that are responsive, resilient, and rooted in meaningful impact.

Looking back, what key milestones have you achieved so far? What is your ‘success mantra’?

I have proudly spearheaded several nationwide road safety campaigns, ranging from promoting responsible driving to launching motorcycle racing programs that transitioned street racers into structures, track-based training. These efforts not only influenced public behaviour but aligned with my belief in communication as a force for societal benefit.

Our success in executing regional initiatives for international brands was recognized with the Excellence in Efficient Client Solutions - Thailand 2025 award from Global Brands Magazine. The milestone reflects my guiding philosophy: lead with empathy, innovate and intent, and remain endlessly curious.

How is the Thai business landscape evolving? What role are women playing in the country’s economic growth?

While Thailand’s economy is currently experiencing a slowdown, in my view, it is a temporary phase. The country’s long-term growth prospects lie in accelerating innovation, advancing digital transformation, and fostering inclusive leadership, particularly by harnessing the capabilities and creativity of Thai talent.

As more women rise to key roles, their inclusive leadership style is influencing business values and fostering stronger, more adaptive organizations. Their impact will be pivotal in guiding Thailand toward a more agile and sustainable economic future.

Chutima Wiriyamahakul, CEO, Hakuhodo First

Chutima Wiriyamahakul, CEO of Hakuhodo First, operates her impressive professional journey with deep-rooted internal momentum that effectively guides her work and clients. Identifying their core purpose and channelling their collective energy to design bold brand strategies that maximize long-term value. At Hakuhodo First, Chutima has applied Sei-katsu-sha Insight to explore how AI-driven technology can deliver communication effectiveness to champion consumer and society.