Byoung-Ook Yoo began his career in advertising as copywriter and is now executive creative director of TBWA Korea, with awards from Korea Advertising Awards and Effies Korea endorsing his talent. He is also an essay writer, author of three best-selling essays.
Aspiring creatives enter the industry with ECD or higher in their sights. There is a lot to learn, which is why programs such as MAD STARS’ NEW STARS and YOUNG STARS have been developed to help them. Byoung-Ook, who has climbed the ladder of success to become executive creative director at TBWA Korea, knows that creativity needs to be nurtured continuously, no matter which rung you have reached. “As my experience grows, my overall perspective on projects expands. Nonetheless, I believe conscious effort is necessary to keep up with trends and maintain creativity. To fuel this, I try to stay close to people I consider creative. Luckily in ad agencies, interacting with creative individuals is easier. I sometimes ask them about the books they’re reading, the movies or YouTube contents that interest them and then check them out during breaks,” he says.
He also advises young creatives that the higher echelons demand new skills to come into play. “While crafting compelling copy and visuals is certainly important, an ECD’s role extends beyond those skills,” he notes. “A broader perspective is essential to understand the client’s goals and their desired impact within the industry. Identifying the appropriate tone of voice for their brand within the industry is crucial, one that resonates with the target audience while remaining persuasive and clear. I believe an ECD’s role is about striking a balance between confidence and clarity, avoiding any ambiguity to effectively guide the client towards success.”
Getting work through the system so that it can contend for an award that will promote a creative’s career, can be more challenging than finding the creative spark that answers the brief. Byoung and his agency have developed their own system to help good ideas be seen. “While a system is needed for successful campaign execution, it should be streamlined. Combining multiple perspectives doesn’t always lead to superior ideas. During the brainstorming phase, we hold frequent meetings to foster the exchange of ideas among team members. Once ideas are concrete and proposals are submitted, we strive to minimise unnecessary reviews.”
A judge at this year’s MAD STARS, Byoung views the MAD STARS Festival and its awards through the eyes of a “Korean native”. “While Korea and Busan may not be the globally recognised mainstream within the creative scene, history shows us that groundbreaking ideas often emerge from unexpected corners. For creators seeking a fresh perspective and a spark of inspiration, Busan offers a vibrant and stimulating atmosphere,” he states.
“Advertising is not a solitary endeavor for the creator. It is a collaborative process involving the client, and it is a field with a multitude of variables. Consequently, there are instances when the project’s outcome deviates significantly from the creator’s initial vision, making it challenging to maintain motivation. Awards such as MAD STARS serve as a powerful motivator because they signify one’s work being acknowledged by the industry as well as peers.”
