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.
Mission Impossible? What agency heads want from planners
Contagious APAC Bootcamp, September 2020
This presentation gives a perspective on agency leaders’ expectations for strategists. It answers questions such as ‘what’s the value of strategy from an agency leadership perspective’ or ‘how do planners fit into the company’s overall growth agenda’. The topics covered also provide a blueprint for convincing agency leaders of strategy’s worth in case they’re too short-sighted to see it.
How do storytellers drag a brand to 2020?
K11 Kulture Webinar Series, September 2020
A fireside chat about how brands can cut through the clutter and appeal to the right audiences.
Getting punched in the face: 8 lessons from a rough year
Campaign Asia-Pacific, July 2020
An article outlining the tough yet very valuable lessons I learned during my first year as agency CEO.
Embracing a new reality
Think with Google, June 2020
A short commentary on how our agency has adapted to new ways of working during the COVID-19 pandemic.
My 10 best pieces of career advice for young agency folk
Campaign Asia-Pacific, January 2020
This article summarises ten career lessons I've picked up over the years. I'm not sure they will work for everyone but they come from an honest place.
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
This talk aims at showcasing the good, the bad, and the ugly of influencer marketing, finally providing a set of tangible 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.
Q&A: Andreas Krasser
Branding in Asia, October 2018
A video interview with Branding in Asia, where I chat about my career, trends in Hong Kong that I like and dislike, and the changing role of strategy in the industry.
Four Tips To Save The Strategist-Creative Relationship
Adobo Magazine, September 2018
In order to understand the current status of the strategist-creative relationship in Asia, I conducted a survey with 103 creatives and strategists in the region. This revealed a few interesting themes and insights, which I have packaged up in four final tips to salvage the crucial relationship between strategists and creatives.
A Festival With Its Heart in the Right Place
DDB Worldwide Blog, September 2018
The Busan ADSTARS Festival has attracted quite some attention over the past few years – not just because award submissions are free, but also due to its high-profile judges, speakers, and panelists from all around the globe. This is a quick recap of my experience.
Strategists & Creatives. A Therapy Session
Busan ADSTARS, August 2018
According to WARC’s 2017 The Future of Strategy Report, resolving the relationship between planners and creatives remains a major challenge in building strong and successful strategy teams. This presentation first takes a look at the current "relationship status" of planners and creatives in Asia and then offers useful tips for how to "save their relationship".
Q&A: Andreas Krasser
Branding in Asia, June 2018
An interview with Branding in Asia, where I reflect on my multi-cultural background and how it impacts my creative philosophy + other topics on my career and work.
2018 APAC Effie Judging Diary: "Ok, just one beer!"
Campaignbrief Asia, March 2018
This blog entry for Campaignbrief Asia describes my experience as a 2018 APAC Effie Awards judge. Read my insights about what worked with judges and what didn't.
StraTools: easy-to-digest and simple-to-apply strategy & planning tools
Warc.com, February 2018
My job often requires me to facilitate strategic and creative thinking among larger groups, for which I have used and created multiple tools over the years. In an effort to more openly share knowledge and receive larger scale feedback, I have decided to condense some of my more frequently used methodologies into simple one-pagers.
Perfect is the enemy of good
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.
Three skills to look for when hiring a planner
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.
You must unlearn what you have learned
Advertising Week Asia, June 2017
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.
The startup that designs jewelry with the help of your heartbeat
Tech in Asia, February 2017
An interview I gave to Tech in Asia, talking about Crafted By My Heart, our agency's very own jewelry startup, and what it took to get it off the ground.
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's case studies over the last few years - with admiration as well as a little dose of envy - 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 and most exciting year so far, I still have three very specific criteria in mind that'll separate the good from the great.
How brands like Netflix and Spotify use data visualisation for social campaigns
ClickZ, June 2016
Data does not always have to be a confusing chunk of numbers. Here’s how brands use data visualization and data-informed product design to bring out data’s creative side.
Product innovation is the new marketing
Marketing Magazine, April 2016
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.
2016 APAC Effie Awards judging
Campaign Brief Asia, February 2016
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.
What can digital marketers learn from start-ups?
ClickZ Asia, February 2016
Start-up ventures embrace uncertainty and put the customer first – two skills that digital marketers would do well to mirror.
Marketing Magazine, December 2015
6 steps to building a long-term digital strategy to support business goals
ClickZ Asia, December 2015
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.
Using social listening for integrated insights
ClickZ Asia, September 2015
Marketers in the Asia Pacific region can often feel challenged when connecting online and offline intelligence. So here's a four-step model for combining traditional insight generation methodologies with social media listening for better marketing.
Marketing and innovation: made for each other
ClickZ Asia, 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 Asia, 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.
Four lessons for going viral in Hong Kong
Brain Bites, April 2015
This white paper looks at what goes viral in Hong Kong. Based on an analysis of four viral cases from 2014, we provide tips to marketers for creating their next piece of online content.
Connecting with Hong Kong's youth: 3 key strategies
ClickZ Asia, March 2015
Millennials, Generation Y, the Post-Generation: a look at how marketers can most effectively reach Hong Kong's digital natives.
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.
A job profile for the post-digital planner
Brain Bites, July 2014
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.
What makes us care?
International Social Science Review, 2011
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. It was found that Austrian consumers showed higher enthusiasm for the practice than did equivalent consumers in South Korea. Cultural values of post-materialism, self-identity and attention to journalism in mass media were found to be predictors of motivation for ethical consumerism.