Our last unfair advantage over machines: four creativity tips from my 6-year-old
Adobo Magazine, February 2021
In the spirit of Picasso’s quote that every child is an artist and the problem being to remain one once we grow up, I have asked my daughter for some creativity tips for myself as well as our industry at large.
Andreas Krasser's strategy diet
Contagious, November 2020
In this interview with Contagious, I discuss my media and research habits that help me when tackling strategic challenges. My methods, among others, include acquiring 'random knowledge', sitting at McDonald's, and having face to face conversations.
Four tips to save the strategist-creative relationship
Adobo Magazine, September 2018
In order to understand the status of the strategist-creative relationship in Asia, I conducted a survey with 103 creatives and strategists. This revealed a few insights, which I have packaged up in four tips to salvage the crucial relationship between strategists and creatives.
2017 DigiCon DX/LinkedIn Marketing Solutions Blog, October 2017
This presentation talks about DDB Group Hong Kong’s own little start-up venture, and how it helped the agency to embrace imperfection as a means for innovation. Further, it outlines certain methodologies aimed at loosening the reins, ultimately helping companies to escape the inhibiting traps of perfectionism.
Warc.com/WARC's Future of Strategy Report, July 2017
A commentary on what skills to look for when hiring a planner, which also appears in WARC’s ‘Future of Strategy’ report, based on a global survey of senior agency planners. The report covers the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.
This talk highlights the old habits our agency had to let go of when launching our own startup. It also provides practical tips and frameworks for both agencies and corporations that are looking to foster a culture of innovation from the inside out.
Agency innovation: you must unlearn what you have learned
Campaign Asia, January 2017
In October of 2016, our agency launched Crafted By My Heart, an iOS app that allows people to create customised jewelry based on their heartbeat. Here's three things our agency had to un-learn in the process.
Three things I want to see at this year's Warc Prize for Asian Strategy
The WARC Blog, June 2016
I have closely followed the Warc Asian Strategy Prize over the last few years, and I have to say, the entries just seem to be getting stronger and stronger. While based on this trend, we should be expecting the best year so far, I still have three specific criteria in mind that'll separate the good from the great.
While we often hear the word innovation, even when we don’t necessarily experience innovation, there are a few uplifting examples out there of brands putting their money where their mouths are. Here is my own personal top five of work showing us that product innovation can be the new marketing.
This blog entry for Campaign Brief Asia describes my experience as a 2016 APAC Effie Awards jury member. Organised by the Confederation of Asian Advertising Agency Associations (CAAAA) and Tenasia Group, the Asia Pacific Effie Awards honours the region's most outstanding marketing communication works that have proven results in meeting strategic objectives.
In spite of the ever-changing nature of the digital world, every organization needs a sustainable strategy that supports business goals. Here's how to effectively implement one.
Marketing & innovation: made for each other
ClickZ, August 2015
It should be a no-brainer. Marketing and innovation were made for each other. So why is it that in Asia these two disciplines seemingly just can’t hit it off? Here are two recommendations for how to bury the hatchet once and for all.
Making the business case for digital marketing in Asia
ClickZ, May 2015
Investment and confidence in digital within the Asia Pacific region is on the rise. Yet marketers find it difficult to actually make a business case for it. This article gives three simple tips for convincing Asia’s C-suites of digital’s true value.
A marketer's guide to Hong Kong's Rubberband generation
Brain Bites, November 2014
This white paper aims at getting a deeper understanding of what makes Hong Kong youth tick. Based on two consecutive waves of qualitative and quantitative research, we provide implications for how marketers best can connect with young Hong Kongers.
In this white paper, I explore the role of planning in today’s ever-changing world of advertising & marketing. First, I define a job profile for the post-digital planner on the basis of 3 core duties. Then, I discuss two campaign cases that explain how post-digital planning added value to the creative process.
In 2011, I co-authored a study on ethical consumerism. Surveys of consumers in Austria and South Korea were conducted to determine the influence of cultural differences in the motivations for practicing ethical consumerism.