interview

Pla Thananpaphat Tipruk – Copywriter

In a large company, decisions take time because the clients make us work overtime. However, it follows the creative director’s style. When working for a small company, there is negotiating power with clients, but they have high expectations, expecting work of higher standards than before, and the workload is intense.

Perfectionists are prevalent, mainly creative individuals. The industry trains people to be this way, with awards given to strengthen individuals for dealing with clients. Awards create a belief in our excellence and success in this field. The industry teaches that without ego, we may yield to clients, and the work may not follow the creative lead. In reality, we must lead the clients.

The job forces everyone to work overtime. We have no quality of life in other aspects. We work continuously, unaware of the hours and others must wait for us. Work is the most crucial aspect determining our lives. Initially, many can endure, but do we want to live like this at some point?

If you want to know the future, look at your boss. Do we like it this way? Burnouts will resign without caring, just wanting to stay home.

Pla Thananpaphat Tipruk

We cannot change this industry. Those inside want to leave, and those outside do not want to enter. There is a need for more people in the industry. Some resign to pursue further education. Agencies value portfolios more than qualifications.

People who burnout and continue are aware that we cannot control everything, and we need to let go. They do what they can, understanding that it’s not our fault. They comprehend the uncertainty that already exists in the industry.

When burning out, it feels like having everything one desires but not being happy. There is money, position, and reputation, but it comes with pressure and increased responsibilities. Only later did I realise it’s a double-edged sword. It feels strange not to be happy despite having achieved what was desired. I started observing myself and noticed patterns in situations. Initially, the workload would decrease and things would get easier, but what is beyond our control is substantial. We can’t control clients and timelines.

Pla Thananpaphat Tipruk

Culture: Age Hierarchy

There is pressure that comes from generation to generation. They accept us because we have abilities. We impose pressure on ourselves, hesitating to challenge anything. We follow those with more power and older age. We belong to different generations, and each generation has different core values. The age hierarchy system makes us cautious and afraid to challenge. Even with laws, we hesitate to use them, like in other countries. We find it easier to fix ourselves. It’s easier to resign than to confront.

Pla Thananpaphat Tipruk

Kaitoon Punyaruk Baingern – Creative Group Head

Working extensively, with heavy workloads, seven days a week, and almost to the point of exhaustion, there is no work-life balance. In Thailand, there is a belief that:

1. Clients are like gods; they work irregular hours, and they are reluctant to finish tasks.

2. The working process lacks a systematic approach, both on the client’s side and within our system. Our system becomes chaotic because of them.

3. Senior figures in the advertising industry praise hard work, working until late at night. Even if the work seems okay, they think, “Is it really enough? It can be better,” and end up working until the morning.

In Asian societies, people work to fulfill duties, not necessarily out of passion. In the past, senior figures in advertising didn’t understand the nature of working in the industry. It seemed like they had a special calculator for work and a special passion to work hard. Advertising is not just a profession; it’s a lifestyle. Many deeply believe that advertising is life, not just a job. They work continuously, believing that work-life balance is not as important as passion.

Kaitoon Punyaruk Baingern

In the creative advertising industry, burnout often arises from uninspired tasks. This is because Thai clients tend to be relatively conservative, providing uninspiring briefs and resisting new ideas. We end up doing things that lack creativity, entering a mode where we feel we can only achieve so much.

One way to reduce burnout is by finding personal projects where you can do anything and submit it for awards. This allows you to cater to your own creative ideas, doing something that fulfils your personal needs.

Having worked in a foreign country, not Thailand, I experienced a different perspective on work-life balance. Abroad, there is a belief in adhering to work hours and leaving the office on time. There is a certain level of madness and a willingness to take risks to some extent.

Abroad, there is an understanding that one should work according to their passion, pursuing dreams, and no profession is considered exceptional because everyone is already following their passion.

The definition of passion varies; in Thailand, people sacrifice all their time for their passion, while in foreign countries, work hours are for work, and personal time is for seeking inspiration for their passion.

Kaitoon Punyaruk Baingern

Praew Kamonluk Kubota – Owner of creative agency and Account Executives

The culture in the advertising industry often involves working late, having dinner as if it were another company’s lunch break. When starting my own company, setting boundaries becomes crucial, deciding not to discuss work after six in the evening. There are fewer meetings, and meetings after working hours are avoided.

During the early stages of my career, in the first few years of working, I often cried in the office. This was because of the words and comments from people. We entered this profession with passion, but when we faced the reality that it wasn’t as good as expected, that there were mistakes, it made me cry. Eventually, I decided to resign, and leaving that environment led me to find something better.

Once I started working on my own projects, I gained more control over my work, and things improved.

In the creative industry, there’s a problem where interpersonal issues overshadow the actual work. When you don’t want to encounter certain people or bosses, it leads to the decision to resign. At that time, the analysis might not be clear about whether it’s a people problem or a mismatch with the regular office job. There might be self-blame for not being good enough.

Later on, upon venturing into personal projects, it becomes apparent that it suits better. It’s realized that the issue wasn’t a lack of competence but a mismatch with the regular job. However, the sense of instability arises when working independently, especially in financial aspects. The newfound freedom is valued, and the ability to work in different locations, even abroad or in different provinces, becomes a significant benefit.

In the industry, many individuals transition to other fields. Those who remain often become the top figures, seemingly engaged in a constant process of talent curation. The advertising industry resembles a dream-chasing field, with a perpetual ladder, titles, and the need for awards to reach certain milestones.

Praew Kamonluk Kubota

Numpu – Furniture Designer

I am the only one who is 20s and entered a group mostly in their 30s. Initially, conversations reflected different perspectives. I believe that work-life balance is crucial, and leaving work on time is important. Older generations think working overtime is acceptable, and there shouldn’t be overtime pay.

Throughout my work experience, we’ve never left on time; it’s always been overtime. Our work doesn’t follow a routine; it’s project-based. It feels like being pressured to work overtime without a direct order, or else the work doesn’t get done. When working in the creative field, there are budget constraints, and the pricing is high. The focus is on whether it sells or not, but sometimes, using our design knowledge, we end up feeling foolish for not utilising it more. It’s often just about making it sellable.

Around me, there are mostly experienced individuals who sometimes assign work to us without reason or data.

I became aware of burnout after a while because of an overwhelming workload. In a large company with many competitive designers, the pressure to perform similarly is high. The decrease in staff results in one person taking on more responsibilities. After work, there’s no energy for other activities, such as personal projects or building a personal brand. 

The company doesn’t seem fair, with a disparity between workload and compensation. Those with average salaries or lower want to quit entirely. Lunch break discussions become outlets for grievances, showing that the quality of life for designers here is not good. Waiting for salary and bonuses is a common occurrence because large companies offer financial security. The work becomes routine, and there’s no pride in the tasks. The essence and value of design work are not realized. Asking questions like why the passion for design has diminished compared to before. It feels like we’re doing tasks without real creativity, just to meet the demands, and the unrealistic deadlines make it challenging to keep up.

I’m trying to find ways to cope with burnout, but haven’t found a solution. Whether I’m at home or in the bathroom, I find myself sighing a thousand times. I constantly think about how to break free from this loop. However, there’s a plan to change jobs next year, hoping for improvement. The challenge is that I haven’t prepared a portfolio to submit elsewhere.

Initially, it was challenging to accept orders from someone in a higher position. It’s not about age but about the hierarchical structure—those in higher positions have authority to give orders in terms of work. Each team has a leader, and we need to go through them before presenting to clients. Sometimes, team leaders may not always be effective. However, as we prove ourselves over time, they become more receptive. People are not inherently bad.

Numpu

Nonthapat Cholavit – Creative at Wieden + Kennedy Shanghai, China

In the advertising industry, the working process is quite similar everywhere. In Thailand, leaving work is not strictly tied to a specific time. People may start work around 10-11 a.m. and finish on time, or extend until 2 a.m., especially during urgent projects or pitches. The perception is not solely about making money, but rather a desire to produce quality work.

When I was younger, I often found joy in brainstorming at home, aspiring to improve my work. However, as time progressed, the dedication to working on weekends or late into the night continued, driven by a personal commitment to enhancing the quality of work.

In Paris, the work culture is typically from 9:30 a.m. to 6:00 p.m., with little to no work done after that. Contrary to the Thai work culture, Parisians generally do not like working beyond the standard hours. In Thailand, it’s common to schedule work on weekends if necessary, while in Paris, this is not a regular practice.

In Shanghai, the working hours are typically from 9 a.m. to 10 p.m., with some individuals staying until midnight or later. The norm of working late stems from the belief that the work is not good enough yet.

It’s important to note that in Shanghai, people tend to work more intensively compared to the Thai work culture.

In Paris, there is a genuine emphasis on work-life balance. However, some individuals may choose to work simply for the paycheck, with a clear separation between work and personal life. Work is considered just a job for some, and not everyone is equally invested. The value placed on work varies among individuals.

In both Thailand and Shanghai, people generally have a passion for making their work better. 

Comparing Shanghai and Thailand, everyone in both places has a passion for making their work better. In Shanghai, if someone works until 3 a.m., they might receive additional benefits such as meal and transportation allowances, as long as it’s not considered an overtime paycheck.

The workload in Thailand and Shanghai is perceived to be quite similar. In Paris, the work environment tends to be lighter, and sometimes there may be a lack of tasks, especially during work-from-home periods, making it feel like there’s not much to do.

Currently, there are no financial issues for me, but work-related challenges are more prominent. Despite doing the work, there’s a sense of feeling lost at times. Working with global leaders is satisfying, and not experiencing burnout is a positive aspect. However, during burnout, thoughts often revolve around questioning the purpose of one’s life, not just the intensity of the workload but also in relation to personal fulfilment.

If burnout is severe and occurs frequently, it indicates that the values in the current environment may not align with personal values. In such cases, planning for a job change may be considered. However, if burnout is within the normal range and there are no significant issues, continuing with the current work may be the best course of action.

Nonthapat Cholavit