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 >
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
Inside the judge's room
Effie Awards APAC, December 2022
A video series (in collaboration with Effie Worldwide) where APAC Effie judges provide an inside perspective on what it was like judging the awards in 2022.
Meet the CEOs: DDB Group HK's Andreas Krasser
Marketing Interactive, August 2022
A special feature on my journey into advertising, what and who influenced me, my hopes for the industry, as well as some advice for those new to it.
5 reasons why working in advertising still kicks ass
The Drum, June 2022
Despite what many disgruntled nay-sayers might claim, working in advertising is still one of the most exciting career paths one can choose. This is a thought piece on my 5 reasons why I think this is the case.