Sorada Sonprasit leads marketing across Creative, Digital, Media, and Production disciplines. Founder of Brilliant & Million, she has earned 'Agency of the Year' awards and the 'Woman to Watch' title from Campaign Asia-Pacific. A prominent judge and speaker at ADFEST, Cannes Lion, and Adman, Sorada is a key industry innovator.

In a recent conversation with The Global Woman Leader Magazine, Sorada outlined innovative talent development strategies to transform how agencies nurture and retain top talent. She emphasized addressing gender imbalance in leadership, adapting to digital transformation, and promoting work-life balance, especially for women juggling multiple responsibilities.

Given your expertise in establishing a successful digital & communications agency, what are some innovative talent development strategies that you believe could redefine how agencies nurture and retain top talent in today's dynamic marketing landscape?

In today’s fast-paced and ever-changing world, we focus on two key areas to retain top talent: technology and our working model. While offering competitive benefits is essential, our core strategies go beyond that.

We leverage AI-powered operations to enhance insights, performance, and production. This ensures our team stays ahead of the curve, continuously updating their skills and capabilities. We've also developed a new product system for operations to ensure we compete effectively and that our team is always at the forefront of industry developments.

Our working model, called "Power of One," consolidates all expertise across the agency, fostering cross-knowledge exchange. This not only enhances upskilling but also provides us with the flexibility to manage resources efficiently, ensuring the right expertise is applied to achieve the most effective result

As an industry leader recognized for your contributions to the marketing sector, what specific steps can agencies take to address the gender imbalance in leadership roles and ensure a more inclusive environment for women to thrive in executive positions?

In my view, career development and evaluation systems should be designed to be entirely neutral, with no bias toward gender. These systems should be grounded in principles, objectives, and clear results that guide career decisions based solely on merit and performance.

At my organization, we place significant importance on our career conversation system, ensuring that evaluations are constructive and based on measurable outcomes. I believe that performance should be the sole criterion for career advancement, regardless of gender. By focusing on objective achievements, we create a balanced environment where leadership opportunities are based on demonstrated performance, not gender.

With the rapid digital transformation in the marketing industry, what changes do you foresee in talent management practices? How can agencies prepare their teams to adapt to new digital trends while maintaining a diverse and inclusive workforce?

We have implemented three distinct learning tracks: foundational learning, company-specific learning, and cross-skilling. To keep pace with technological advancements, we offer reskilling courses that reinforce the foundational expertise across various disciplines, ensuring our teams are aligned with the latest trends. This training is delivered both in-class and on-the-job.

At the company level, we've invested in a comprehensive learning portal that facilitates seamless connectivity for continuous development, ensuring our teams meet global standards. Additionally, we've embraced a hybrid approach, transforming our teams to be proficient in both traditional and digital media. For example, we’ve enabled offline specialists to evolve into hybrid media professionals, combining their offline expertise with digital skills.

Can you share insights on how effective mentorship and sponsorship programs can be designed and implemented within marketing agencies to support the growth and advancement of women in the industry?

Effective mentorship and sponsorship programs should be inclusive, offering opportunities based on merit rather than gender. By pairing mentors and mentees based on skills, interests, and career goals, we ensure that everyone, regardless of gender, has access to guidance and support. Regular feedback sessions and clear, objective performance metrics are key to fostering growth. This approach not only supports women but ensures that all team members have the resources needed to advance their careers in a fair and balanced environment.       

What are some innovative approaches marketing agencies can adopt to promote work-life balance, especially for women who often juggle multiple responsibilities? How can these approaches contribute to overall talent retention and satisfaction?

Empowering Flexibility and Productivity

Implementing a hybrid work model, allowing two days of remote work per week, empowers employees to manage their time more effectively. This flexibility is especially beneficial for women who balance work with caregiving or other responsibilities. By trusting employees to manage their workloads from any location, agencies can foster a culture of productivity and well-being. This approach not only promotes work-life balance but also contributes to higher retention rates, as employees feel more valued and supported.