I am Digital at the core of my creative DNA. 16 years as a digital evangelist and with this continually evolving / adapting to harness my skills and abilities to deliver world-class ideas_

With over 16 Years international experience in Digital Dialog, Integrated, and Interactive Brand Communications I create marketing communication strategies that reach the consumer in a manner that engages interactively, excites the senses, and stimulates the mind.

A multiple award winning Executive Creative Director / Creative Director / idea engineer (D&AD / Cannes Lions / iF / Red Dot / Webby / FWA / New York Festivals / EuroBest / Art Directors Club) I bring creative leadership and proven experience.

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Digital / Interactive / Integrated

- creative ideation / innovation / concept brainstorming
- advertising campaigns / consumer activation
- creative strategy
- storytelling concepting
- digital packaging and interactive products
- social media activation / SNS
- viral concepts
- technology innovation
- mobile marcoms (apps / gaming / social)
- branded entertainment / digital dialog
- design leadership / art direction / visual concepting
- design management (visual, ui, ux, technology)

Footprint

- Seoul, South Korea
- Tokyo, Japan
- Beijing / Shanghai, China
- New York City, USA
- London, UK
- Warsaw, Poland
- Singapore
- Hamburg / Munich, Germany
- Amsterdam, The Netherlands
- Barcelona, Spain

All of the campaigns that I have worked on have had exposure at a global level as well as being developed for local exposure in China / South Korea / Japan / US / Germany / Italy / Spain / UK / France / Canada / Singapore / Thailand / Malayisa / Australasia.

Andrew has been a seminar speaker at some of the most important industry stages such as Cannes Lions, Asia AdFest, and Mobile 2.0 Europe.

The Cannes Lions seminar in 2008 ‘The day in the life of a Mobile phone in Seoul’ was Cheil/Samsung’s first ever seminar at an international event for the creative ad industry and was received as one the best seminars in the past few years.

Whilst based in Asia was a regular blogger at Campaign Asia with views and opinions on digital society, agency thoughts, and general online industry thinking_

My thinking on living in a digital city such as Seoul was captured in an article written for Campaign UK /
‘Hi-tech Koreans take to the fast lane’

Over the years articles and interviews have also appeared in Campaign Asia / Creative Review / AdAge / BrandRepublic / Stash Magazine / Communication Arts / Financial Times / Creatie / coloribus.com / and various design publications in South Korea – IM AD / In Design Magazine as well as the National press Korean Herald / Chosun Ilbo / Korea Times

Cannes Cyber Lions / Webby Awards / iF Design Award / Red Dot Award / New York Festivals
/ D&AD / Art Directors Club Europe / Art Directors Club / Art Directors Club Nederlands / Art
Directors Club Deustchland / Golden Award of Montreux / EuroBest Live Awards / Mobius
Awards / Annual Multimedia (Deutschland) / Autovision Award / BMW Awards / Eyes & Ears
Award / British Interactive Media Association / New Media Age Award / Korea Digital Media
Awards / Spin Awards (Netherlands) / Communication Arts Award / Food & Beverage Awards /
the FWA / Russian Effie Awards Grand Prix

TALK

PLAY

LOVE

Anycall mobile device becomes the media vehicle + Anycall develops branded content for the mobile youth of Asia / Branded Entertainment

Preface

Thanks to its commitment to a lightning-fast wireless future, South Korea has become a laboratory for mixing pop-culture with big business, blurring the line between bands and brands_

Quote: Monocle Magazine / 2007 / Vol.01 / Issue.04

70% of songs in Korea are downloaded direct to handphones. Many become the users default ringtone / ringback tones.

Whilst this is becoming the norm and in the west this is a growing format since the impact of the iPhone – the phenomenon in Korea/Asia is how pop music can help define a brand and help the mobile device gain substantial product sales in the local market.

CONVERGENCE: Product (Device) + Media + Content + Marketing + Community

Population: 48 million

Mobile Phone Usage: 40 million (90%) Koreans carry a handphone (mobile phone)

Music Market: download sales 3x higher than CD sales
Seoul: 100% broadband penetration

Backdrop to South Korea: Until the mid-Eighties South Korea was under military rule – an autocratic regime /Anyband’s video Talk Play Love – encapsulates all of the background behind Korea – a country that was truly a Big Brother environment – (under military rule) a Oligarchical / Collectivist structure_

Modern Youth: showing young rebels escaping the system of control and music is this great metaphor for escape and freedom – so the concept draws heavily upon George Orwells 1984 “Big Brother’ society – Handphone = Freedom

Collective culture: the change to South Korea into a leading world economy was very fast – the collective spirit of Koreans is very powerful 대한민국 – sharing the nations success the internet and handphone technology has empowered Korea’s modern citizens

Internet: a net savvy culture / the collective social online channels became the Anyband/Anycall playground_

Symbiosis: the chaebols work together_

/ SK Telecom + KT Telecom (Show) + Samsung + JYPe + CJ Media = brand + product + media + technology

The K-Pop craze is massive! And the years 2007-2010 the Korean-wave was at its peak with 2011 being the pinnacle of exposure SE Asia – intentionally orchestrated to become the brand ambassador for mobile phone brands such as Anycall (Samsung) and Cyon (LG) – as well as K-Pop becoming a conduit for marketing a variety of other Korean super brands in the SE Asia region.

MEDIA: Cheil Worldwide particularly has been very smart with the use of integrated media – TV / Print / Websites / Viral / Banners / UGC / Mobile / Retail POS / Ambient / Events / NPL

TALK. PLAY. LOVE

A YOUTH CULTURE MOBILE ECO-SYSTEM

[BoA, Xiah Junsu, Tablo, Jin Bora] (보아,타블로,시아준수,진보라)

PLAY 05:46 – 07:45

王 (pronounced Wang 왕)

- like anyone eating these brownies daily will have a six pack!

CASE STUDY