Andreas Krasser
ABOUT ME
I'm half Korean, half Austrian, and a 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. In 2013, I was named Campaign Asia’s Planner of the Year for North Asia, and in 2017 I won Brand and Strategic Planner of the Year for Greater China. In the same year, I was also listed among Creativepool’s Global Top 100 Influencers.
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, try not to injure myself during CrossFit, and continuously find new ways to keep my daughter entertained.
PORTFOLIO
My Best Work. See More >
"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."
BRAIN BITES
Publications & Talks. See More >
Analog strategy for digital marketing
IMMAP Digicon 2019, October 2019
This presentation provides an overall framework and various thinking tools for how to best integrate age-old strategy basics with the creation of (digital) tactics.
The value of strategy in Asia: you can't put a price on it. Or can you?
Warc.com/WARC's Future of Strategy 2019 Report, August 2019
A commentary on selling the value of strategy in Asia, which appears in WARC’s ‘Future of Strategy 2019’ report.
Influencer Marketing: Shortcut to Fame or Failure?
Weave 360 Conference, August 2019
A talk about the good, the bad, and the ugly of influencer marketing, finally providing a set of recommendations for businesses to apply to their marketing strategies.
Same Same, But Different - DDB Group Hong Kong's Andreas Krasser APAC Effie judging diary
Campaignbrief Asia, March 2019
This blog entry for Campaignbrief Asia describes my experience as a 2019 APAC Effie Awards judge.
CONTACT
ANDREAS KRASSER
Strategy & Innovation | Hong Kong