HI THERE
Left brain, right brain. East meets West. Strategist and CEO.
With a diverse client portfolio across multiple Asian markets and an intercultural background (half Korean, half Austrian), I excel in providing an Asian perspective for global brands and an international outlook for Asian brands venturing into the West.
Throughout my career, my work has consistently received recognition at local, regional, and international award shows, including Cannes Lions, Effies, and the WARC Awards. I was named Campaign Asia's Planner of the Year for North Asia in 2013 and for Greater China in 2017. In 2019, I was featured in Campaign Asia's 40 under 40.
I serve on the board of the Marketing Society Hong Kong, fostering a tight-knit community among marketers and advocating for impactful creative ideas to drive business results.
Fluent in German, English, Korean, and with enough Russian to get myself into trouble, I enjoy creating digital art, surviving CrossFit workouts injury-free, and making arts & crafts YouTube videos with my daughter during leisure time.
PORTFOLIO
My Best Work. See More >
"Strategy is all about making sense out of chaos, defining the problem, and creating a blueprint from A to B. It's as simple as that - which is what makes it so hard to be a great strategic planner."
"The more culturally random your team, the more creative its output will be."
BRAIN WANK
Publications & Talks. See More >
The perfect creative heist
The Marketing Society Think Piece, September 2025
A thought piece on how marketers can get the best out of their creative agencies when times are challenging - sharing practical tips for collaboration, creativity, and making bold ideas happen even under pressure.
Agency Leadership Decoded: DDB HK’s Andreas Krasser on harnessing culture and people for impact
Marketech APAC, August 2025
An interview on embracing my multicultural background, reframing the agency around effectiveness, and building a culture where fun fuels creativity.
How do we move fast and build brands?
Cannes Lions, June 2025
A talk I gave at Cannes Lions together with Rica Facundo (WARC), Jiunn Shih (Zespri), and Dione Song (Love, Bonito) on how to use speed and culture to unlock a brand’s advantage.
Not all reach is created equal
The WARC Podcast, June 2025
A podcast interview about applying the Twin Pace Principle and creating a cultural advantage for brands.
"In our drive to collect bigger and bigger data sets, we often miss the goldmine of small data right in front of us. The biggest insights often come from the smallest details."
DECKS
How-Tos, Not-Tos & Whatnots. See More >
Video editing for strategists
How to create a strategy mood film in seven steps
This deck dives into how strategists can use video editing to create strategy mood films—punchy, visual tools that tease strategic thinking while hinting at potential creative outcomes.
The art & science of insights
A framework for writing more powerful insights
This deck is a collection of thought provocations on the art and science of insights—challenging common assumptions and helping you sharpen your ability to uncover and craft truly meaningful insights.
From outsider to 'insighter'
Five tips for strategists who are about to start a job abroad for the first time
This deck offers 5 essential tips for strategists stepping into a role abroad for the first time—helping you navigate cultural differences, build connections, and turn your outsider perspective into powerful insights.
