MEET THE AUTHOR
Laurent Couche
Founder & Managing Director, Asia Media Studio
Full Biography
Laurent Couche studied advertising and design at CAD (Centre des Arts Décoratifs) in Brussels before relocating to Thailand, where he has lived and worked for 25 years. In 2007 he founded Asia Media Studio (AMS) in Bangkok. Today he leads a team of more than 35 specialists covering brand strategy and identity, website design and development, SEO, social media, paid media and communication design.
Design remains at the centre of his work. His academic training in Brussels gave him a grounding in typography, layout, visual identity and advertising concepts, and he still designs himself, working hands-on on logos, brand identities, key visuals and website layouts. After 25 years working with both Thai and international brands, he understands how design is read in the Thai market: what local audiences respond to, how global brand guidelines need to adapt, and how approval processes shape the final result. This helps international companies present themselves credibly in Thailand, and Thai brands reach an international standard.
As Managing Director, Laurent oversees the agency’s overall operations and business development. His leadership is built on collaboration: he works closely with AMS project managers, designers, strategists and social media specialists, and relies on a core group of key team members to support delivery across every account. On design projects, he sets the creative direction with the team at the start, reviews concepts and refines the work through each round before it reaches the client. He remains directly involved in client work, attending meetings regularly to ensure each project runs to process and meets the client’s expectations.
This hands-on approach has built long-term relationships, both with clients who have stayed with AMS for many years and with team members who have grown with the agency. His longest partnerships include more than seven years and over 500 projects for Baxter’s regional teams.
A significant share of his work is with international clients, managed through daily contact:
Singapore: Baxter, Cardinal Health, Hitachi, Formica, Hillrom
Australia: W. L. Gore & Associates, Vantive, Linet
USA: Bose, Hilton, Netskope
Europe: Michelin, JDE Peet’s, Villeroy & Boch, Royal Canin
Middle East: Syntys (Ooredoo), Anantara, Saeed Raddad Group
Laurent works in French and English, and leads a multilingual team with native Thai, English, French and German speakers, allowing AMS to run campaigns in all four languages. Sector experience includes healthcare and medical technology, hospitality, real estate, education, financial and professional services, and aquaculture and animal nutrition. Website projects are built on Framer, WordPress, Shopify and Webflow, depending on each client’s needs.
He also leads AI adoption across the agency, with weekly team sessions on new tools and AI-assisted production now part of AMS web, video and content work.
Laurent writes for AMS Insights about what he sees in practice: how approval chains shape creative work, what brand guidelines allow, what happens to artwork once it leaves the studio, and what foreign companies need to know before entering the Thai market.
He lives in Bangkok with his wife and daughter.
Selected clients
Healthcare and medical technology: Baxter, Vantive, Hillrom, W. L. Gore & Associates, Cardinal Health, Linet
Hospitality and travel: Fairmont, Hilton, Sofitel, Minor Hotels and Anantara, Emirates Palace, Agoda
Automotive and industrial: Nissan, Michelin, Hitachi, Formica, Lightera, Saeed Raddad Group
Consumer brands: Bose, Villeroy & Boch, JDE Peet’s, Bangkok Tea
Technology and telecommunications: Netskope, AIS, Syntys (Ooredoo)
Energy and public sector: Bangchak, Gulf Energy, Thailand Post
Animal nutrition and aquaculture: Royal Canin, Ecolex, Brandon Bioscience
Professional services and real estate: Tilleke & Gibbins, Mahanakorn Partners Group, Reignwood Estate
Education: International School Bangkok, American School of Bangkok, The Jataka International School
What Laurent say
“Most problems in a creative project don’t come from the design. They come from the process around it: a brief that needs more clarity, feedback that arrives from many directions, or no clear owner for the final file. Get the process right together, and the quality follows.”
“Our best work comes from clients who stay with us for years. Every project builds on what we already know about their brand, their team and how decisions get made.”
“I still sit in client meetings. It’s the only way to really understand what a client needs, and to make sure our team delivers exactly that.”
“Working with regional teams of global companies has taught us one thing above all: respect the brand guidelines, understand the approval chain, and make it easy for the client to say yes.”
“AI is changing how we work every week. Our job is to use it to deliver faster and better, while keeping the thinking and the quality control human.”
“Foreign companies entering Thailand often underestimate how different the market is. Local language, local platforms and local habits matter as much as a strong brand.”
What clients say
“More than design quality, I value their strategic advice and make-it-happen attitude. They challenge opinions while always delivering professional, impactful work.” Kalle Siebring, Communications Manager, Nissan
“For the first time, we launched a project on time with excellent results. Asia Media’s creativity and agility helped us recover and succeed.” Luc Boutet, Managing Director, Sofitel
“AMS supported our new resort with brand identity and logo design. Despite a short deadline, the results were excellent and exceeded expectations.” Denis Dupart, General Manager, Fairmont Maldives
“AMS impressed us with creative rebranding concepts and a great can-do attitude. Since winning the pitch, they’ve consistently delivered timely, effective design work.” Pitichai Ratananaka, Director, DITP
“AMS designers are creative, empathic, and resourceful. They delivered a brand identity perfectly matching Bangkok Tea’s spirit, exceeding my expectations with outstanding design.”
Yord Somjit, CEO, Bangkok Tea
How Laurent works
Long-term partnerships:
Many AMS clients have worked with the agency for years. That continuity builds trust and makes every new project faster and more efficient.
Direct involvement:
Laurent takes part in client meetings throughout each project to keep the process on track and confirm the work meets expectations.
A collaborative team:
Projects are delivered through close cooperation between Laurent, project managers, designers, strategists and social media specialists, with clear ownership at every stage.
Process before design:
Clear briefs, one owner for the final file and written recaps after every call prevent more costly mistakes than any creative decision.
Branding and digital as one programme:
Identity, website and campaigns perform best when the same team handles all three.
Connect
LinkedIn: https://www.linkedin.com/in/asiamediastudio/
Email: info@asiamediastudio.com
Written by
Explore every article Laurent Couche has written — insights, guides and ideas on technology and innovation.
10 articles
What Our Own Rebrand Taught Us About SEO
How a Website Redesign Can Quietly Cost You Google Rankings, and How We Fixed Ours
The Singapore Brief: What Regional Brand Work Really Involves
The proof arrived on a Monday morning. It was the third round of packaging artwork for a cosmetic contact lens brand preparing its Singapore launch, sent back by the factory in China that would print it. The design had been approved weeks earlier. The colours had been corrected twice.
Brand Architecture: How to Organise Your Brands Before You Grow
Most companies never choose a brand architecture. It happens to them. A second branch opens and the branch manager orders a new logo. A product line gets its own name because the team liked it. An acquired company keeps its old sign because nobody had time to change it.
The Brand Behind the Ads: Why Digital Marketing Without Brand Control Quietly Stops Working
There is a particular kind of frustration that shows up about eighteen months into a digital programme. The campaigns are running. The reporting deck is full. Reach is fine, impressions are fine, the agency is hitting the agreed cost per click.
Beyond Translation: How Cultural Nuance Shapes Branding That Works in Thailand
A brand can arrive in Thailand with a strong logo, a translated tagline, and a strategy deck that worked perfectly somewhere else, and still fail to connect.
AI Changed How We Work. It Didn't Replace Us.
A web agency's honest take after 18 years of building websites and one year of building with AI.
Logo, Name, Trademark: How to Actually Protect Your Brand in Thailand
A logo is a design. A trademark is a legal right. They are not the same thing, and the gap between them is where most brand owners get caught out.
Why Brand Strategy Is the Foundation of Business Growth in Thailand & Across Asia
18 years. 14+ industries. Multiple countries. From defining brand DNA and archetypes to developing communication frameworks that resonate with Southeast Asian consumers — here's what research-driven branding actually looks like, with real case studies from the field.
Social Media Marketing in Thailand: A Strategy Guide for Local and International Brands
Thailand is one of the most socially connected countries in the world. With nearly 57 million social media users spending close to 3 hours daily on platforms, the opportunity for brands is massive — but only if you have the right strategy.
A Guide to Creating Strong Website Branding with Examples
In today’s interconnected world, the significance of robust website branding cannot be overstated, particularly when the internet serves as a primary medium for both interaction and business. The necessity of compelling website branding extends far beyond mere aesthetics; it’s a fundamental aspect...
