Charoen Pokphand Food Public Company Limited | APEA - Asia Pacific Enterprise Awards Asia Pacific Enterprise Awards

INSPIRATIONAL BRAND CATEGORY

Charoen Pokphand Food Public Company Limited

Information about the Company and Brand Charoen Pokphand Foods Public Company Limited (CPF) operates a fully integrated agro-industrial and food business with the goal of establishing food security to become the “Sustainable Kitchen of the World”. The company is on a mission to develop and deliver highly nutritious and tasty products that satisfy consumers. Concurrently, it strives to maintain the balance of business success and the value delivered to all stakeholders in alignment with the “Three Benefits to Sustainability” which aims to create prosperity for the country, local communities, as well as the company and its people.

The company’s philosophy of “Put Our Heart Into Food” refers to the idea that every aspect of food influences everyone’s health and happiness. As a result, it gives its entire attention and best efforts to fulfill various consumer lifestyles. The company’s brand story is derived from its uniqueness of being a fully integrated business starting from its Feed-to-Table model, enabling CPF to be attentive to all the details of quality enhancement and traceability throughout the process.

Corporate Culture & Company Activities
Ogilvy never settles for anything ess than the best and continues to strive to improve no matter the circumstances. Ogilvy values the ‘diversity’ of all people with an ‘impact attitude’. The company always respects people’s differences and considers it as an influencing factor in all of the company’s procedures. This covers all aspects, from the way Ogilvy deals with clients, to the way it carries out its work and even the way Ogilvy’s staff supports each other.

Ogilvy’s staff development programs include its “30 for 30” leadership program, designed to challenge strong female talent at Ogilvy and support them in reaching their full potential. There is also an Employee Assistance Program (EAP), a wellness program that provides staff, their dependents, and team members with advice and support on various topics such as work, health, and money matters, via hotline, Face-to-face, or VDO counseling at no cost.

To keep employees up-to-date with real-life challenges, Ogilvy also offers The Learning Hub, an easily accessible central platform that houses bite-sized and long-form educational content that covers both foundational knowledge and future-targeted skills to help both the people and the business grow.
Achievements and Impact
Following the pandemic, the company’s GDP growth in 2022 was as low as 3.7%. The business sector’s revenue dropped by 14.6% compared to pre-Covid statistics and some of its top 20 clients have canceled or postponed spending; this does not even mention the pressure faced by staff due to health threats and economic instability.

With these issues in mind, Ogilvy needed to make a difference in working and business operations. This led to a focus on creating work that not only stimulated talk and engagement, but fundamentally led to its objective to create ‘REAL IMPACT FOR REAL-LIFE’ in three vital areas – people, planet, and performance.

The company’s growth strategy is regenerating growth by making a real impact on creativity, operations, talent, clients, and new business. By 2022’s end, Ogilvy was the creative agency that earned the most awards in Thailand. The company had a 2x faster turnaround time for campaign reporting was due to the use of automation tools.

Ogilvy also received a vantage satisfaction survey from its top 10 clients with 88% satisfaction for its client service quality and 87% satisfaction for its quality of staff. The company’s top 10 clients comprise 40% of its total revenue assisting in the company’s 5.3% growth in total business revenue against Thailand’s 3.7% GDP. Ogilvy also earned a 72.7% winning rate on its new business front – one of the company’s highest winning rates in 10 years.

Future Direction
Ogilvy remains committed to achieving goals by creating a real impact on its environment and the societies that it influences. While others mainly focused on increasing profits, Ogilvy, as an industry leader, is aiming for a much more sustainable way of doing business by concentrating on producing a real impact on 3 dimensions: People, Planet, and Performance (3Ps).

Ogilvy’s distinguished works are meant to help improve people’s physical and mental well-being. The work that Ogilvy produces should create real, tangible change in the world by answering the call for much-needed care for underprivileged communities and the environment. By helping its clients to succeed in innovative and sustainable ways, Ogilvy has been able to achieve significant improvement in its business performance.

In addition to brand and business gains, Ogilvy’s current and future objectives must contribute to the greater good for employees and consumers, the community and society, and the world.

INSPIRATIONAL BRAND CATEGORY

Charoen Pokphand Food Public Company Limited

Information about the Company and Brand Charoen Pokphand Foods Public Company Limited (CPF) operates a fully integrated agro-industrial and food business with the goal of establishing food security to become the “Sustainable Kitchen of the World”. The company is on a mission to develop and deliver highly nutritious and tasty products that satisfy consumers. Concurrently, it strives to maintain the balance of business success and the value delivered to all stakeholders in alignment with the “Three Benefits to Sustainability” which aims to create prosperity for the country, local communities, as well as the company and its people.

The company’s philosophy of “Put Our Heart Into Food” refers to the idea that every aspect of food influences everyone’s health and happiness. As a result, it gives its entire attention and best efforts to fulfill various consumer lifestyles. The company’s brand story is derived from its uniqueness of being a fully integrated business starting from its Feed-to-Table model, enabling CPF to be attentive to all the details of quality enhancement and traceability throughout the process.

Corporate Culture & Company Activities
Ogilvy never settles for anything ess than the best and continues to strive to improve no matter the circumstances. Ogilvy values the ‘diversity’ of all people with an ‘impact attitude’. The company always respects people’s differences and considers it as an influencing factor in all of the company’s procedures. This covers all aspects, from the way Ogilvy deals with clients, to the way it carries out its work and even the way Ogilvy’s staff supports each other.

Ogilvy’s staff development programs include its “30 for 30” leadership program, designed to challenge strong female talent at Ogilvy and support them in reaching their full potential. There is also an Employee Assistance Program (EAP), a wellness program that provides staff, their dependents, and team members with advice and support on various topics such as work, health, and money matters, via hotline, Face-to-face, or VDO counseling at no cost.

To keep employees up-to-date with real-life challenges, Ogilvy also offers The Learning Hub, an easily accessible central platform that houses bite-sized and long-form educational content that covers both foundational knowledge and future-targeted skills to help both the people and the business grow.
Achievements and Impact
Following the pandemic, the company’s GDP growth in 2022 was as low as 3.7%. The business sector’s revenue dropped by 14.6% compared to pre-Covid statistics and some of its top 20 clients have canceled or postponed spending; this does not even mention the pressure faced by staff due to health threats and economic instability.

With these issues in mind, Ogilvy needed to make a difference in working and business operations. This led to a focus on creating work that not only stimulated talk and engagement, but fundamentally led to its objective to create ‘REAL IMPACT FOR REAL-LIFE’ in three vital areas – people, planet, and performance.

The company’s growth strategy is regenerating growth by making a real impact on creativity, operations, talent, clients, and new business. By 2022’s end, Ogilvy was the creative agency that earned the most awards in Thailand. The company had a 2x faster turnaround time for campaign reporting was due to the use of automation tools.

Ogilvy also received a vantage satisfaction survey from its top 10 clients with 88% satisfaction for its client service quality and 87% satisfaction for its quality of staff. The company’s top 10 clients comprise 40% of its total revenue assisting in the company’s 5.3% growth in total business revenue against Thailand’s 3.7% GDP. Ogilvy also earned a 72.7% winning rate on its new business front – one of the company’s highest winning rates in 10 years.

Future Direction
Ogilvy remains committed to achieving goals by creating a real impact on its environment and the societies that it influences. While others mainly focused on increasing profits, Ogilvy, as an industry leader, is aiming for a much more sustainable way of doing business by concentrating on producing a real impact on 3 dimensions: People, Planet, and Performance (3Ps).

Ogilvy’s distinguished works are meant to help improve people’s physical and mental well-being. The work that Ogilvy produces should create real, tangible change in the world by answering the call for much-needed care for underprivileged communities and the environment. By helping its clients to succeed in innovative and sustainable ways, Ogilvy has been able to achieve significant improvement in its business performance.

In addition to brand and business gains, Ogilvy’s current and future objectives must contribute to the greater good for employees and consumers, the community and society, and the world.