Kuala Lumpur, Malaysia – Digital creative agency Kingdom Digital has named Pajaree Vatcharateansagul–also known as Mynd–as its new head of media, a move that underscores the agency’s continued push toward integrated, performance-driven marketing across the region.
With over eight years of experience spanning integrated media strategy, digital transformation, and regional campaign leadership, Mynd is set to lead the agency’s media strategy planning and ad optimisation efforts. Her appointment aims to enhance Kingdom Digital’s performance marketing and cross-channel delivery capabilities for clients throughout Southeast Asia.
“Mynd brings the perfect blend of strategic vision, regional perspective, and hands-on media expertise,” said Ryan Ong, CEO of Kingdom Digital. “Her leadership comes at a time when our clients are looking for smarter, full-funnel solutions that combine creative excellence with media precision. Mynd’s arrival reinforces our commitment to delivering all that and more.”
Ong added that the appointment reflects a broader shift in client expectations. “More clients today want us to act as growth partners, not just campaign partners. They’re asking for tighter alignment between creative and media, more proactive performance recommendations, and above all, agility—to respond to shifting consumer behaviour, competitive noise, and platform algorithms. Whether it’s automation, optimisation, or localised storytelling, they’re looking for partners who can connect the dots across the full journey.”
Mynd brings a hybrid background to the role, having held senior positions both in agencies and in-house. She has led integrated media strategies for brands in the F&B, FMCG, automotive, and lifestyle sectors across the Asia-Pacific region, consistently delivering business results through digital innovation.
“I’m excited to join an agency that truly understands the power of integrated thinking,” said Mynd. “Kingdom Digital has already made a name for its creative work — now we can take that further by embedding media intelligence into every stage of the brand journey. Together, we’ll make creative work not just harder, but smarter.”
She emphasised the need to close the gap between media strategy and creative execution, pointing to scalable creative production as a key enabler for full-funnel marketing.
“You can’t expect results if your targeting is perfect, but the creative doesn’t resonate,” she added. “With Kingdom Digital’s Digital Creative Automation (DCA), we’re able to rapidly adapt creative to match platform formats, funnel stages, and user mindsets—creating the right content for the right audience at the right moment.”
Looking ahead, Mynd will focus on strengthening full-funnel strategies, refining campaign measurement frameworks, and building a media team that is agile, data-informed, and regionally responsive.
“Performance-driven media in 2025 is defined by adaptability, automation, and intelligence,” she said. “Success lies in embracing continuous learning, being responsive to data, and building systems that allow creativity and performance to move as one.”
As Kingdom Digital accelerates its momentum across Southeast Asia, the agency is positioning itself to scale smarter and faster by aligning creative excellence with media precision and full-funnel performance strategies.
