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.
True
korea
How Marriott is turning K-pop fandom into a loyalty machine
asia roars
john toomey
korea
kpop
marriott
ramesh daryayani
40 Under 40 2025: Sam Kim, FleishmanHillard
40 under 40
40 under 40 2025
fleishmanhillard
korea
marcomms
sam kim
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
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.
‘Women’s careers are an investment, not a sacrifice’: IPG leader MJ Kim
gender
gender equity
international womens day
ipg
ipg mediabrands
korea
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.
The need for strong local culture
culture
genz
korea
weber shandwick
The EVP of client experience at Weber Shandwick Korea on the many cultural preferences of Gen Zs and millennials.
How brands can ride the wave of digital investment in Korea
digital
korea
transformation
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
Appoints Inwon Park to lead sales operations.
Agency of the Year 2021 shortlist: Japan / Korea
agency of the year
japan
korea
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
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
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
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
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.
