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It is sometimes suggested that doing business is totally different from the creative world that depends upon imagination. Hence, few artists become successful businessmen.

Not so, says a successful Thai advertising executive who has proved that art can be successfully applied in the business world.

"Advertising is an art form plus management knowledge," says Piseth Kanjanapokin, executive creative director of Batey (Thailand), as he proudly shows off the company's artwork masterpieces and the many awards it has won.

Born with the talents of an artist, the 44-year-old executive is now a successful businessman, with both abilities amply proven in lists of awards gained from work with Batey and other companies.

Piseth believes that his ability to understand the fundamentals of life have helped him to cope with all the problems associated with an artist grappling with business. A successful executive, he says, must have the ability to adapt to everything in his environment and integrate it into his teamwork.

Performing creative work while carrying an executive position is like normal human life. "We have to slip into other's shoes while still feeling comfortable when we put on our own shoes," he says.

He explains that when he is starting a project, he considers himself not only as an advertising agent, but also in other roles, including that of his customer, a marketer, a manager and a consumer.

"Imagining myself in the roles of the others helps me understand their demands. As a result, I can create advertisements that satisfy the demands of clients and target groups, and even lead to the company's success in advertising awards," he says.

Piseth has extensive experience in the result-oriented advertising industry, with an academic background from the United States and broad working experience with leading international advertising agencies, including the Chisholm Mingo Group in New York, Dentsu Young and Rubicam, Lowe, Lintas and Partners and his current job at Batey.

Piseth's leadership capabilities in revitalising and launching products and devising effective campaigns for maximum profitability have helped his company's revenue grow from Bt85 million to Bt430 million in five years. Its clients include Alfa Romeo, DTAC, Sansiri Real Estate, JVC, Rangsit University, Malee fruit juice, Sevenson Environmental Services, NEC, Marie France and B-Quick.

Piseth says the advertising business is always an unfinished job because its production has to continually increase clients' satisfaction and consumer purchases. He therefore sees an advertising agency as a doctor for its clients, rather than a normal company that targets the highest revenue.

Advertising firms are a consultancy, he says, and as such they should understand a client company's situation, its policies and marketing plans and even its internal problems

However, like other services businesses, advertising agencies must respond to clients' demands, and Piseth finds his challenge is balancing his roles as a creative director and a manager.

Even when under high management pressure, he finds he can relieve his tension by returning to his artwork. He recalls being yelled at by a moody client, but rather than argue with him, he immersed himself in artwork so that he could figure out how to respond to the client's demands in a rational fashion.

"I will always be active according to my clients' demands, but with peacefulness in the way of art," he says.

Luckily, being both an artist and a manager, Piseth is optimistic about the country's gloomy economic situation, and sees the slow-down as an opportunity; a time of great challenge for people to increase their business growth.

The present time, he says, is one for business managers to increase their experience and exercise their full ability.

"Why should we be afraid of negative economic signs when we have the knowledge and the ability to cope with them?" he asks.