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Atiwat Krisintu, W’96

Managing Partner, AIM & Consulting

Atiwat Krisintu is a Thai native who grew up in the U.S. He decided to attend Wharton and embark on a business career. Despite the calling of Wall Street, Krisintu opted to return to Thailand and joined an esteemed Thai Wharton alumnus and CEO at Siam Commercial Bank. Then the “Tom Yum Kung” crisis hit. Krisintu shifted to advertising, with agencies such as JWT and Saatchi & Saatchi, working on Shell, Ford, Lexus, and other global brands. He leveraged his Wharton knowledge, advising clients on brand strategy, communications strategy, and consumer insights.

What drives Krisintu is his curiosity about consumers, especially what makes people tick. He joined Research International (now TNS) as Head of Qualitative and got closer to Thai consumers…in their homes, kitchens, shops, and even markets. What he elicited and distilled were insights, which he turned into growth strategies. And his clients prospered.

Now Krisintu is Managing Partner of a boutique market research and brand consultancy in Bangkok, and his passion for strategy and curiosity about people continue to guide him on his business journey.