HI THERE
Left brain, right brain. East meets West. Strategist and CEO.
With a diverse client portfolio across multiple Asian markets and an intercultural background (half Korean, half Austrian), I excel in providing an Asian perspective for global brands and an international outlook for Asian brands venturing into the West.
Throughout my career, my work has consistently received recognition at local, regional, and international award shows, including Cannes Lions, Effies, and the WARC Awards. I was named Campaign Asia's Planner of the Year for North Asia in 2013 and for Greater China in 2017. In 2019, I was featured in Campaign Asia's 40 under 40.
I serve on the board of the Marketing Society Hong Kong, fostering a tight-knit community among marketers and advocating for impactful creative ideas to drive business results.
Fluent in German, English, Korean, and with enough Russian to get myself into trouble, I enjoy creating digital art, surviving CrossFit workouts injury-free, and making arts & crafts YouTube videos with my daughter during leisure time.
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."
"The more culturally random your team, the more creative its output will be."
BRAIN WANK
Publications & Talks. See More >
Keeping up appearances: The truth about 2024
Campaign Asia, December 2024
An opinion piece that looks back at 2024, reflecting on how the ad industry doubled down on keeping up appearances, rather than tackling its deeper, systemic issues.
To the junior creative in the industry: 'It's okay to take it slow'
Campaign Asia, November 2024
A response to a junior creative's anonymous confession in Campaign Magazine, offering practical advice to help navigate the challenges of the creative industry.
WTEFF: a Pecha Kucha-style rant on creativity, effectiveness, and coffee shops
The Marketing Society Changemakers conference, November 2024
A fast-paced, irreverent exploration of the state of creativity in Hong Kong - prepared for the Marketing Society’s annual Changemakers conference.
Sweat the small stuff
IdeaFest 2024, September 2024
A talk I gave at IdeaFest 2024 in Jakarta on the importance of small data when it comes to idea generation.
"In our drive to collect bigger and bigger data sets, we often miss the goldmine of small data right in front of us. The biggest insights often come from the smallest details."
DECKS
How-Tos, Not-Tos & Whatnots. See More >
Video editing for strategists
How to create a strategy mood film in seven steps
This deck dives into how strategists can use video editing to create strategy mood films—punchy, visual tools that tease strategic thinking while hinting at potential creative outcomes.
The art & science of insights
A framework for writing more powerful insights
This deck is a collection of thought provocations on the art and science of insights—challenging common assumptions and helping you sharpen your ability to uncover and craft truly meaningful insights.
From outsider to 'insighter'
Five tips for strategists who are about to start a job abroad for the first time
This deck offers 5 essential tips for strategists stepping into a role abroad for the first time—helping you navigate cultural differences, build connections, and turn your outsider perspective into powerful insights.
