I'm half Korean, half Austrian, and a creative strategist turned CEO.
My work has regularly been recognised at local, regional, and international awards including Cannes Lions, Effies, the AMEs (Tangrams), and the WARC Prize for Asian Strategy. I was named Campaign Asia’s Planner of the Year in 2013 for North Asia and in 2017 for Greater China. In 2019, I was listed among Campaign Asia’s 40 under 40, which recognizes the top rising talent from the Asia-Pacific region and their efforts to positively influence the industry.
I am a published author in the field of cross-cultural consumer research, an avid writer for industry publications, and I also frequently lend my views on stage at international marketing conventions.
I am fluent in German, English, Korean, and also know how to get myself into trouble in Russian.
In my free time, I like to illustrate comics, pretend to lift heavy weights, and film Arts & Crafts YouTube tutorials with my little daughter.
"Strategy is all about making sense out of chaos, defining the problem, and creating a blueprint from A to B. It's as simple as that - which is what makes it so hard to be a great strategic planner."
"Innovation means to accept failure, because only via trial and error, can we break through conventions and shake things up a little."
Publications & Talks. See More >
PechaKucha: confessions of an agency CEO
The Marketing Society Changemakers Conference HK, November 2023
A short yet intense talk that provides a candid look behind the curtains of what it means to lead an agency - with its failures, lessons learned, and failures again.
Agency CEO confessions: reflections on four years in the role
Campaign Asia, August 2023
A candid view on what keeps me up at night four years into the role, navigating uncertainty, and the lessons on leadership that you won't find on my LinkedIn feed.
Andreas Krasser on DDB HK’s focus amidst turbulence
Adobo Magazine, July 2023
An interview looking back on the shifts that DDB Group HK— along with the Hong Kong advertising industry as a whole — has had to face.
BODW Panel: consumer experience & brand innovation
BODW/ViuTVsix, December 2022
A panel discussion with Ross Lovegrove, Chul Bae Lee, and Tina Chao on the intersection of innovation and brand marketing