Mettipapan Tongton Takes on Market Lead Role at Ogilvy Thailand

Ogilvy Thailand has appointed Mettipapan Tongton as its new Market Lead, succeeding retiring CEO Jiravara Virayavardhana, who concludes a career spanning more than 31 years with the agency.

Tongton takes up the leadership role this month as WPP continues to streamline and integrate operations across its agency network. With more than 18 years of experience in marketing communications, she brings a broad background spanning brand management, O2O communications strategy, customer experience and martech-enabled CRM.

Tongton Brings Extensive Ogilvy Experience

Tongton has progressed through several leadership positions within the Ogilvy and WPP ecosystem. She has served on Ogilvy’s executive board and most recently managed T&PM, a WPP agency that collaborates with Ogilvy across APAC, while also serving as Managing Director of Ogilvy One.

Her experience across marketing, communications and technology-enabled customer engagement positions her to lead Ogilvy Thailand as the agency landscape continues to evolve.

Focus on Creative Growth and Integration

In her new role, Tongton will work closely with Ogilvy Thailand Chief Creative Officer Pete Thasorn Boonyanate and network leadership to drive creative growth and innovation through WPP Open.

The focus will include scaling integrated capabilities across brand strategy, communications, experience design and public relations. The appointment comes as WPP places greater emphasis on connecting capabilities across its agency network and enabling more integrated solutions for clients.

“I am deeply honoured to step into this leadership role,” Tongton said. “While the agency landscape is changing faster than ever, Ogilvy Thailand’s mission remains constant: to deliver creative excellence and drive growth for our clients.”

Virayavardhana Concludes 31-Year Career

The appointment marks the end of Virayavardhana’s more than three-decade career at Ogilvy Thailand. Reflecting on her tenure, she described her time with the agency as a privilege.

Ogilvy Global CEO Laurent Ezekiel praised Virayavardhana’s extraordinary tenure and welcomed Tongton as the leader suited to guide the Thailand business into its next phase under WPP’s borderless creativity framework.

Broader WPP Integration Underway

Tongton’s appointment comes alongside wider integration efforts spanning Ogilvy’s advertising, public relations, experience, consulting and health divisions.

Across Asia-Pacific, Ogilvy has also expanded its earned media, social and creator capabilities through its Connected Impact strategy. The network has introduced tools including Generative Impact, CompassAI, CultureBot and its Believability Diagnostic Tool as part of its approach to combining creativity, technology and communications.

Ogilvy Thailand’s Creative Position

Ogilvy Thailand remains an important creative hub within Southeast Asia, with the agency recognised for campaigns including the Thailand Capital Market Development Fund’s “Check, Check and then Check Before Investing” and Burger King’s “The Real Burger.”

With Tongton now taking the Market Lead position, Ogilvy Thailand enters its next chapter with a focus on integrating capabilities, advancing technology-led creativity and continuing to deliver work aimed at driving measurable growth for clients.