Yanika “Pam” is the Advertising Manager for BurdaLuxury Thailand where she spearheads the fashion vertical for all the portfolios under BurdaLuxury Thailand’s umbrella. Her experience in advertising has helped her secure prestigious clients such Tiffany & Co. and Chanel, to name a few. By maintaining positive relationships with BurdaLuxury’s partners, Pam ensures that every collaboration not only meets expectations, but also aligns with both the company’s and the client’s brand values.
Can you tell us a bit about your role as Advertising Manager and your experience prior to this role?
I have been at BurdaLuxury since 2021 and I left to pursue further studies in Fashion at Istituto Marangoni for 8 months during 2023. When I came back, the sales team at BurdaLuxury happened to be recruiting, so I rejoined and have been here ever since. My role as advertising manager includes mainly fashion clients, which I’m super happy about. I really clicked with the team and my managers, so I was happy to keep doing this role long-term. Prior to working here, I worked at a news publication where I was also in sales, and I felt like the clients were definitely more business-focused, so working here allows me to operate in new fields.
What are some new trends you’ve seen in advertising, specifically in Thailand?
Right now, I think that everyone wants to be an influencer or a KOL – everyone is becoming the media. Previously, our competitors were mostly publications and media houses, but now that platforms are more accessible, everyone has their own channels and social media that they can easily produce themselves. In the future, it’s interesting to think how this may evolve.
Are there any differences you’ve discovered between local and regional advertising?
There is quite a difference, especially in Europe. In Asia, especially in Thailand, consumer behaviour is quite social media-focused. Asian Gen Z’s are obsessed with the digital world, but we realise that European demographics are still reading articles, magazines and websites or tabloids.
How would you describe your approach to dealing with clients and partnerships?
For anything that’s luxury content – we still stick to print and try to design graphics that stand out from conventional print. As for online content, we try to be as creative as possible for clients to see that we can push the boundaries. It’s different from before because clients used to purchase a template or an advertorial from our magazines, whereas today, we have to come up with something different to pitch to them – something more interesting that will capture their attention, beyond print templates and online marketing, like events, or guest invitations. Nowadays, clients don’t just want brand awareness, they also seek an increase in sales.
Three words to describe BurdaLuxury
Elegant. Fabulous. Challenging.
Why BurdaLuxury?
BurdaLuxury feels like home. When I left and I came back, it really felt like I came home.
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Note: The information in this article is accurate as of the date of publication.
