"I began to feel a little bit too comfortable in my previous job and I needed a new challenge." Park said. "While Cheil Communications is the largest advertising agency in Korea, at TBWA/Korea, I am looking forward to being more a part of the global advertising industry."
In his new role, Park will focus on creative development by expanding the agency's creative department - which currently includes an art director and copywriter - to a team of up to eight creatives. He will also aim to build up the agency's client base.
"Park is the best creative in Korea who has new and profundity of creative," said Kang. "I feel totally confident that he is the right man for the role. He is someone who can understand and respect our TBWA philosophy perfectly."
Park joined Cheil Communications in 1987. During his stint at the agency, he worked on campaigns for more than 70 clients.
As creative director, he worked on the KTF, Korea's second largest telecoms service provider, handling both the mobile communications and corporate campaigns for the company. Other accounts he worked on included Dunkin' Dougnuts and Mercedes Benz, which, in early 2003, marked Park's first work for a non-Korean car brand.
Park has won more than 20 awards for his work at Cheil Communications and has sat on the committees for both Cannes 2002 and AdFest 2000.
Park said: "(I would) like to concentrate on developing creative work using TBWA's 'Disruption thinking' model. I decided to join the agency because I can focus on creativity as well as being much more able to keep in contact with other countries."
Park also noted that Korea's ad industry remained relatively undeveloped.
He cited tight deadlines, budget issues and post-production problems as examples, and noted that he hoped being part of a global company would provide geater interaction with international creatives and clients.
