In a world where communications evolves faster every day, the name Chayapa Chutrakul represents one of the behind-the-scenes professionals who clearly understands both “the brand’s bigger picture” and “the small details that create differentiation”.
As Executive Director of THE BUREAU OF WONDERS, she has taken the communications business far beyond traditional PR, with a mindset that connects data, strategy, and people together. She believes that a brand’s success shouldn’t end merely with fame, but must extend to measurable, tangible growth.
#legend_th: Could you update us on your current role?
CC: Right now I’m the Executive Director of THE BUREAU OF WONDERS. We’re an agency that specialises in Luxury Brands. We’ve been operating for nearly three years, and recently we’ve begun expanding from luxury into the broader High Value Segment, not just confined to traditional luxury brands anymore.
#legend_th: What’s the company’s main scope of work?
CC: We have three main divisions: PR, Events, and Consultation. PR and Events might seem like any typical agency, but what truly differentiates us is the third element, Data and Customer Relationship Management.
I come from a data background and worked in CRM before, so I’ve applied that to PR and Events work. We continuously collect data, market data, consumer behaviour, and even the experiences of our clients’ customers. This data comes from market monitoring, conversations, and actual interviews, enabling brands to understand their customers more deeply.
#legend_th: How does this affect the way you work?
CC: Beyond the phrase “on target”, I think we need to use the word “precise” as well. Today, many people think that doing PR or Events means simply following the brief, and that’s enough. But I don’t think that way. If we follow the brief, but the brand’s customers don’t feel anything, aren’t interested, or don’t consume media in line with what the brand is communicating, how will they develop a long-term relationship with the brand? Communications work today must genuinely consider the end result, how the audience feels, and ultimately what kind of relationship it will lead to with the brand.
#legend_th: What is your strategic role in shaping the organisation’s direction?
CC: This is actually the first time I’ve agreed to be interviewed. Right now, I’m the majority shareholder of THE BUREAU OF WONDERS, fully committed. Our direction is very clear: we see that Thailand can become both a Luxury Hub and a Cultural Hub.
My role is to lead the company towards becoming a modern agency where everything is truly connected. PR cannot be separate from Events, and cannot be separate from CRM. Everything must work as a single loop to support comprehensive marketing, from Awareness and Consideration, through Engagement, all the way to Conversion.
#legend_th: What are this year’s main plans and objectives?
CC: Just one word: “expand”. Even though we’re a small company, I believe we have potential. Our client base and scope of work can grow much more. So this year we’re primarily focused on expansion, expanding endlessly, one way or another.
My vision is crystal clear: We are Here to Stay and Win. From day one, we’ve been an agency that’s Aggressive in business terms, open, hiding nothing, and we’ll maintain this aggressiveness going forward.
#legend_th: How are you preparing to reach this endless goal?
CC: The name BUREAU OF WONDERS carries the objective within it. It’s not just me, it’s every employee we’ve built together from the very beginning. For me, BUREAU means being professional to the utmost degree. We’ve grown from a company with an International Mindset from day one. Our foundation is crystal-clear professionalism.
The other aspect is creativity. Employees must be constantly challenged to think outside the box. I’ve never forced anyone to be someone else. Everyone has their own identity, and it’s precisely this individuality that enables them to genuinely think of new things. But at the same time, they still work as a team, with the essence of BUREAU at the centre. The Winning Element of this company is “people” and the structure that genuinely supports people’s development.
#legend_th: How do you view the current market challenges?
CC: There are many challenges, and they don’t just affect Luxury Brands alone. Tight budgets are an issue impacting the whole worldม it’s nobody’s fault. The question is: how do we respond to it? What’s interesting is that amidst this tightness, Thai people are beginning to think more outside the box, looking more at culture and becoming a Cultural Hub, because achieving sales the old way has become harder.
I see our clients’ problems as our problems. If clients can’t sustain their business, PR can’t survive either. Our job is to help them think about how to use less budget but achieve better results, or shift towards new segments, particularly outside Bangkok, where purchasing power is increasing.
#legend_th: How do you manage proactively in this economic climate?
CC: It comes back to our offering. We don’t just do PRม we provide PR, Events, and CRM comprehensively. Clients come to us as a One Stop Service. Many places might be able to organise events but don’t know whether the attendees are actual customers or not. But we do know, because we’ve been doing CRM all along. This data is what differentiates us and is something most competitors cannot do. I believe CRM is the future, and it’s a future that truly connects PR and Events together.
#legend_th: In a day when consumer behaviour changes rapidly, what’s the key strategy?
CC: Speed must start with “people”. PR must understand Events, and Events must understand PR. And crucially, everyone must understand that the core objective for target customers is revenue.
No matter how quickly consumers change, the first question remains the same: how do they become aware, and what makes them decide to buy?
#legend_th: Do you have a clear example?
CC: Take the brand Cartier, for instance. Right now the data clearly shows that Cartier watches are very popular amongst Gen Z. This is data that requires us to change our PR and Event approach, from traditional Private Events to more open experiences. Communication doesn’t end at the event itself, we must pass the baton to the sales team to take customers towards Conversion.
#legend_th: What’s at the heart of doing business your way?
CC: It’s about Mindset. Those who will win aren’t those who win today, but those who think long-term and understand what the industry needs. If we can make the market grow from 10 to 11, someone has to start it. And I choose to be that person.
#legend_th: Could you say that your clients’ success is your success?
CC: Absolutely. I’ve adhered to this since I was 22, working in New York: If you make your client win, everyone wins. A brand can’t succeed through fame alone. If it doesn’t sell, it won’t survive. The job of making the brand famous, creating impressions, sales figures also, we must also take joint responsibility for those.
#legend_th: How do you view the integration of business with fashion and lifestyle?
CC: The heart of fashion isn’t just trends, it’s DNA, art, and Heritage. Take Ferragamo, for example. The design might change, but the quality of leather and the brand’s identity never changes. Our job is to communicate correctly. We must capture Heritage, Product, and Moment together, to build both Short Term and Long Term simultaneously.
#legend_th: What is Fashion Destination from your perspective?
CC: Fashion isn’t an “It’s Now” destination. The destination of fashion isn’t a finish line, it’s a marathon. You must preserve the art and identity of the brand whilst still moving with the times. For me, that’s true success.
