Great creative work rarely comes from process alone. It comes from trust.
In this episode of The Lead Creative, Suhayl Limbada, CMO of KFC Thailand, shares insightful views of brand–agency collaboration.
Reflecting on Let There Be Cake, KFC Thailand’s multi-award-winning campaign, Suhayl explains that creative partnerships aren’t built on hierarchy or tenure, but on mutual respect. Suhalyl suggests that kindness, trust and fun are strategies.
That philosophy underpinned KFC Thailand’s relationship with Bananas, the agency behind the work, and helped unlock an idea that went on to win a Gold Lion at Cannes Lions, along with honours at The One Show and the Loeries.
This conversation follows our earlier episode with Saf Sindhi, offering listeners both the agency and client perspectives on the same body of work.
Key marketing, advertising and collaboration takeaways
- Write clear, inspiring briefs and then get out of the way
- Judge ideas on brand truth, not personal preference
- Build trust before asking for bravery
- Protect ideas from ego and hierarchy
- Make the creative process human and enjoyable
Watch the full video conversation below:
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