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. 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 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 >
My 10 best pieces of career advice for young agency folk
Campaign Asia-Pacific, January 2020
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.
CONTACT
ANDREAS KRASSER
Strategy & Innovation | Hong Kong