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korea

How Marriott is turning K-pop fandom into a loyalty machine
asia roars john toomey korea kpop marriott ramesh daryayani By Nikita Mishra

When a Marriott ballroom in Tokyo turned into a 'mini Super Bowl' for Enhypen fans, it was long-term brand play. Marriott’s APEC chief commercial officer, John Toomey and loyalty boss, Ramesh Daryanani, break down their 'barbell marketing approach' to loyalty.

40 Under 40 2025: Sam Kim, FleishmanHillard
40 under 40 40 under 40 2025 fleishmanhillard korea marcomms sam kim By Staff Reporters

From intern to one of FleishmanHillard Korea’s youngest senior VPs, Sam Kim has built her career on the conviction that empathetic communications can move people, business and society.

How McDonald’s Korea turned local farming into a fast-food growth strategy
case haeyeon korea lee leo mcdonalds study By Nikita Mishra

CASE STUDY: A five-year push to source over 800 tonnes of domestic produce has helped the QSR giant boost brand favourability, score creative gongs, and get government backing. Campaign gets the inside story from McDonald’s Korea CMO and agency partner Leo.

Meet Lemon Man, Cass Beer's new mascot

alcohol beer cass gut korea By Staff Reporters

In its latest work since opening a new Singapore office, GUT unveils a brand platform for Korean beer Cass, spotlighting its lemony range.

Heineken trusts Korean football fans with keys to unmanned bars
activations beer football heineken korea sports By Ad Nut

An activation in Seoul sees Korean fans ordering, paying for, and pulling their own pints without bar owners or security present. Just to be able to watch live football.

‘Women’s careers are an investment, not a sacrifice’: IPG leader MJ Kim
gender gender equity international womens day ipg ipg mediabrands korea By Rahat Kapur

To commemorate International Women’s Day, we speak with the Korea CEO of IPG Mediabrands on the evolving role of the ‘working housewife’, why higher education is key, and a priceless lesson attained from Tom Cruise.

Phibious and Innocean partner to boost business development in Vietnam
korea vietnam By Staff Reporters

The partnership will give an edge to Korean brands and businesses looking to expand in Vietnam, one of the fastest-growing markets in Southeast Asia.

TSLA and Innocean ink creative partnership
korea tsla By Staff Reporters

The new alliance will play on the strengths of both agencies, allowing for a broader reach in talent, cultures and creative prowess for both its clients and teams across South Korea and Southeast Asia.

The need for strong local culture
culture genz korea weber shandwick By Lucy Han

The EVP of client experience at Weber Shandwick Korea on the many cultural preferences of Gen Zs and millennials.

Korea: The Asian Tiger’s cultural leap
culture hallyu korea kpop quantum By Luna Aw

How South Korea leveraged ‘soft power’ and cultural dominance in its killer marketing strategy.

How brands can ride the wave of digital investment in Korea
digital korea transformation By Isabel Han

Brands need to assess how mature their digital resources are and work with partners to ensure their data can provide the necessary insights for marketing strategies, says Media.Monks' analytics director for Korea.

Integral Ad Science expands to South Korea
ias integral ad science korea By Staff Reporters

Appoints Inwon Park to lead sales operations.

Agency of the Year 2021 shortlist: Japan / Korea
agency of the year japan korea By Staff Reporters

See the shortlist for the Japan / Korea region in the 2021 Campaign Asia-Pacific Agency of the Year awards.

Just Egg invites Koreans to an intimate dinner for two
inspiration station korea By Rahul Sachitanand

INSPIRATION STATION: To drive awareness of its plant-based egg offerings, the American brand teamed up with MediaMonks serve up a unique dining experience.

Conscientious Korean consumers demand the full package
korea By Matthew Miller

KOREA's TOP 100 BRANDS: In South Korea over the last 12 months, the brands that gained favour among consumers were those that met the moment in terms of convenience, safety and demonstrable responsibility.

In Korea, loyalty to local brands may not be automatic for the people
korea By Matthew Miller

The powers that be still enjoy a position of strength bolstered by national pride, but young consumers appear more willing than previous generations to be swayed by foreign brands that deliver value—and values.

Women to Watch 2021: Mali Wuestenhagen, Essence
advertising apac asia asia pacific korea marketing women to watch By Staff Reporters

Empathetic and selfless, Wuestenhagen’s willingness to help out others has made her a favourite with clients and colleagues alike, delivering solid business success in the process.

Havas brings in Jeeyoung Kwak as Korea CEO
havas korea By Robert Sawatzky

Until recently she had been COO at McCann and was previously GM at Mindshare and GroupM in Korea.

A non-living influencer dances for a life insurer
korea tbwa By Ad Nut

A new campaign by TBWA Korea for Shinhan Life, featuring the virtual influencer known as Oh Rozy, is certainly appealing. But writing about it has proven unsettling for our pal Ad Nut.

Not a game: HP's high-stakes bid to win gamers over with Omen
asia china gaming japan korea By Rahul Sachitanand

CMO Siew Ting Foo explains how HP is working to lure console gamers to the PC platform and build legitimacy for its Omen brand across APAC.

Creative Minds: How Mt Everest set Hyunjun Cho's career path
creative minds DDB korea By Staff Reporters

We get to know the DDB Korea copywriter through his answers to 11 questions. Learn why he once woke up near a rattlesnake, how YouTube fuels his creativity, which animal he wishes he was more like, and what meme best describes his existence.

HP Omen campaign takes on status culture in Korea
korea wieden kennedy wk By Ad Nut

Connections, wealth, looks and material goods don't matter, but your gaming skills do, according to a new campaign from Wieden+Kennedy.

MediaMonks hires Joao Flores as ECD in SEA, Korea and Japan
ecd japan korea sea singapore By Rahul Sachitanand

Flores is based in Singapore and his responsibilities are to develop creative partnerships with clients, influence teams across the region with a growth mindset and elevate the standards for creativity in the region.

The SuperM effect: How Prudential Asia's CMO is racing to sign up younger consumers
cmo korea kpop prudential By Rahul Sachitanand

The insurer's CMO Anthony Shaw details how the 173-year old firm is pivoting its business using not just K-pop ambassadors but also digital tools to be relevant to a young audience.

Prudential jumps on K-pop bandwagon with SuperM pact
korea kpop prudential By Rahul Sachitanand

Life insurer and music supergroup have launched a joint campaign and will hold events to motivate people to lead healthier lives.

Cheil and TBWA-related agencies shine in Japan/Korea AOY awards
agency of the year japan korea By Robert Sawatzky

TBWA Hakuhodo and TBWA Korea combine for 11 awards, but Cheil strikes the most gold, Accenture Interactive shows strength in Japan and UM retains top media honours.

Agency of the Year 2020 winners: Japan / Korea
agency of the year japan korea By Staff Reporters

Here are the winners for the Japan / Korea region in the 2020 Campaign Asia-Pacific Agency of the Year awards.

BTS faces backlash in China following Korean war tribute
bts china hyundai korea samsung By Surekha Ragavan

Brands including Hyundai and Samsung have begun to remove mentions of the boyband on their Chinese websites.

Japanese consumer market faces strong headwinds
korea nielsen south korea By Nielsen

ASIA's TOP 1000 BRANDS: An ageing population, shrinking economy and pandemic worries means Japanese shoppers will become exceedingly selective for value and services, according to Nielsen.

Photos: Porsche's horses
korea porsche travel By Ad Nut

Photos of Porsche's Taycan promotion in Seoul, by J4D Digital Creative Communications and and TWC Brand Strategy Company.

South Korea wants brands that make life better—on all levels
cheil korea south korea By Matthew Miller

ASIA's TOP 1000 BRANDS: While South Koreans continue to highly value convenience, the pandemic has brought focus to deeper concerns, and consumers want brands to be partners in improving things.

South Korea's shift online benefits delivery services, and trusted brands
korea nielsen south korea By Nielsen

ASIA's TOP 1000 BRANDS: Even in one of the least impacted markets, the pandemic has driven significant changes in shopping behaviours, according to Nielsen.

Mindshare appoints its new leader in Japan
japan korea mindshare By Staff Reporters

After promoting a new MD from within, the agency will not replace its vacated Japan and Korea CEO role.

What Parasite's Oscar win means for Korean culture
culture hallyu korea oscars sounding board By Staff Reporters

SOUNDING BOARD: We ask the industry how the success of 'Parasite' will affect brand appetite for Korean content.

What it takes to build Korea’s 5th biggest company
korea By Staff Writer

LOTTE group was established in 1967 and has since grown to become South Korea’s fifth biggest conglomerate encompassing four key business areas

Coffee brand puts Koreans' personal goals on 'willboard' ads
instagram korea By Ad Nut

With creative agency Innored, Maxim Espresso T.O.P scored a hit in Korea by creating hundreds of OOH ads featuring personal-improvement pledges from real people.

GroupM names new CEO for Northeast Asia
groupm japan korea By Robert Sawatzky

Michael Beecroft, currently Mindshare's chief investment officer for APAC, will take up a new role for GroupM leading Japan and Korea in the new year.

Innocean to acquire Wellcom Group
acquisition australia korea By Staff Reporters

The Korea-based agency says the purchase will expand its US presence and gain it entry to Singapore, Malaysia, Hong Kong and New Zealand.

Icons or ink: Two ways to sell beer in Korea
beer budweiser korea By Ad Nut

'Become an icon' or 'Be a King': In campaigns for two AB InBev brands in Korea, Wieden+Kennedy and Virtue take very different tacks.

Bad guys get banished in this FiLGOOD campaign
bbh korea By Ad Nut

As if the giant whale tail wasn't enough, a Korea brand launch campaign by BBH China features an overly literal barber and an attempt to coin a new phrase: ‘Gap boon good (갑분굿)’.

Publicis Groupe makes 'Contact' with CJ ENM
korea Publicis By Staff Reporters

Publicis will be responsible for global sponsored-content creation and sponsorship operations for the Korean-based entertainment company across Asia Pacific, including Greater China.

OMG names group CEO in Korea
korea OMD omg omnicom phd By Matthew Miller

Company promotes one of its own to lead the market.

Agency of the Year 2018 shortlist: Japan / Korea
agency of the year japan korea By Staff Reporters

Here is the shortlist for the Japan / Korea region in the 2018 Campaign Asia-Pacific Agency of the Year awards.

Dataxu brings addressable TV to Asia
asia korea tv By Faaez Samadi

Partnership with Korea’s SK Broadband allows targeting of viewers across various digital TV platforms.

Allison+Partners enters Korea
korea pr By Faaez Samadi

Agency strikes takeover agreement with three PR firms in Seoul.

The ‘Hallyu Wave’: How Korean culture spread across the world
hallyu korea By Helen Roxburgh

Government support for creative industries, and marketing, created new cultural perceptions.

Korea's top mobile-friendly brands
korea south korea By Staff Reporters

In-market experts explain the brands identified in our survey, and add a few of their own choices.

Korea's top 100 brands for 2018
korea south korea By Staff Reporters

The performance of domestic giants indicates that corporate scandals have little bearing on consumer perception.

Korea's top local brands
korea south korea By Staff Reporters

We asked in-market experts to explain what Samsung, LG and Naver are doing right.

Convenience rules for Korean consumers
korea south korea By Nielsen

Koreans want faster and more personalised service, as e-commerce expands into fresh-food categories and home meal services.