James is currently a Creative Director at DDB Korea, where he oversees creative marketing campaigns for multinational firms operating both locally and overseas in various South East Asian markets. His past experiences include directing and producing documentaries in the topics of emotional design and marketing for Samsung Electronics Global Marketing Group as well as producing a UHD documentary of Korean Pop band “Big Bang” for national television in 2016.
Session: South Korea Beyond K-pop
The session will take an in-depth look at Korean market trends and consumer insights. Through this lens the session will explore how marketing and advertisements connect emotionally with local consumers to deliver impactful campaigns that resonate with this fickle consumer group. Moreover, the session will uncover creative strategies and share know-how used to launch successful “creative adaptation” campaigns in South Korean and other South East Asian markets.