Biz SpotlightThailand offers plenty of business and investment opportunities. Whether you’re an entrepreneurial individual, a growing small- and medium enterprise, or a cash-rich corporation looking to establish or expand your presence in the kingdom, Biz Spotlight provides up-to-date insights into the country’s business and financial sectors.
Like most other members of Bangkok’s Chirathiwat business empire, 31-year-old Pat ‘Am’ Sakuntanak studied at Assumption Bangrak School. Am is now corporate marketing supervisor for Central Pattana, the family’s business behemoth, which operates hotels, resorts and retail developments across the country and beyond.
A third generation member of the family, Am seems relaxed and dresses casually. He openly acknowledges that, besides learning, attending the renowned school also provided the opportunity to develop some important connections.
“I studied at Assumption until I passed Mor Si [Grade 10]. Then I asked my parents if I could continue my studies in the United States, since I wanted to develop my English skills seriously. For that reason, I chose a school in Colorado that had no other Thai students based there,” Am says.
From Colorado he went on to study advertising and graphic design in San Francisco at the Academy of Art University. Since he had always dreamed of producing a television commercial, Am conceded that he tended to concentrate better during courses related to advertising.
“I didn’t want to stare at four walls, so I often drove around town. Walking around public parks and watching people really helped me come up with creative ideas,” he says.
On the road
After graduating from university, Am spent a whole year traveling across the US and within the Caribbean.
“I went to New York and other big cities and states, but I tended to spend most of my time in the Caribbean in places Thai people don’t tend to go, such as the Bahamas and Jamaica,” he says. “But my favorite destination has to be Hawaii, particularly Waikiki Island.”
While accepting that he has been extremely fortunate in having anything he could ever need, good fortune means nothing if you don’t develop your own abilities and learn the true value of money from hard work.
Depth of experience
After spending a year working as a graphic designer, he joined GMM Grammy, one of Thailand’s best known diversified entertainment companies. Although Am would frequently work long and often late hours, the experience made him a tougher person, he says.
On joining the family business, Am was mentored by his uncle, Suthitham Chirathiwat, managing director at Central Pattana and president of the Thai Shopping Center Association.
“I wanted to learn from a real expert with lots of experience in this field,” he says. “And while he was a busy man, I often got the chance to accompany him on store visits [branches of Central department stores], which really helped me to understand the overall picture of the [retail] business.”
Marketing strategist
Having gained a deep insight and understanding of the retail side of the business, Am shifted into marketing and was responsible for initiating creative marketing strategies and campaigns.
He now runs marketing strategies for Central Pattana's four most recently-launched branches - Chaeng Wattana, Central Festival Pattaya Beach, Chon Buri and Khon Kaen. In November 2008, Am successfully oversaw the grand opening launch of the Chaeng Wattana branch, which was the talk of the town.
An impressive array of events was
organized to promote the launch, funded by a sizable budget. An
incredible LED (light emitting dioxide) wrapping of the whole store
caught the imagination of Bangkok residents, while the store’s opening
was also widely publicized in other parts of the city.
“The lights stretched for 7.5 kilometers in total and it was the
longest spectacle of its kind in Southeast Asia,” he says. “Controlled
by computers, they make the department store stand out among its local
rivals,” he says.
“One of our most unique events is the 'Robot International Show', which
showcases newly-designed robots from every corner of the world.”
Go getter
Am talks like a fighter when it comes to overcoming challenges in corporate life.
“I like challenging tasks because they encourage me to put up a better
fight. Although the retail business is hard, and there is a lot to
learn, I’m hungry for knowledge.”
Am thinks US real-estate tycoon and television personality Donald Trump is a suitable role model.
“He [Donald Trump] is very good at what he does. He got deeply into
debt at one time, but managed to turn it around again and become a
billionaire.”
As well as developing his work life, Am also has a personal investment
with friends in a Japanese restaurant called AKA, which now has four
branches.
Since his weekdays are busy and eventful, Am usually escapes the city
to destinations such as Hua Hin, Ratchaburi, and Saraburi on the
weekend.
Am says that while he’s still seeking more success, he also adopts a
pragmatic approach by saying he’s not waiting for them to happen any
time soon. However, he adds that when opportunities do arise, you have
to seize them and not be afraid of trying new things. - Translated into
English and republished with the kind permission of Positioning
magazine. Story written by Atthasit Meuanmart, photos by Varongkhon
Dinthai.
Name: Pat 'Am' Sakuntanak
Born: June 22, 1977
Education: Retail Management from Chulalongkorn University
Bachelor Degree: Advertising & Graphic design, Academy of Art University, US
Career Highlights:
- Corporate Marketing Supervisor, Central Pattana
- Manager of Executive Office, Central Group
- Creative Producer Corporate, GMM Grammy
- Creative Director, Ogilvy & Mather Advertising (Thailand)
Family: Father - Pichai Sakuntanak, Mother – Lida Sakuntanak (Chirathiwat)
Favorite brand: Paul Smith
Lifestyle: all kinds of sports, particularly water sports, including wakeboarding. Am likes sports that require a quick response and doesn't like golf as he finds it too slow. He also loves sport cars. Currently, he owns a Porsche and a Mini Cooper. He also collects action figures and Thai toys.
Biz Spotlight 
Biz Spotlight
Thailand offers plenty of business and investment opportunities. Whether you’re an entrepreneurial individual, a growing small- and medium enterprise, or a cash-rich corporation looking to establish or expand your presence in the kingdom, Biz Spotlight provides up-to-date insights into the country’s business and financial sectors.
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