Sangsoo Chong is an advertising creative consultant with 38 years of experience, much of it at Ogilvy in Korea, where he was executive creative director and vice president for twelve years; professor emeritus of advertising and PR at Cheongju University; and vice chairman & chief creative officer at MAD STARS. The Stable asked Chong if we could tap into this treasure trove of knowledge and experience. Here is what we found.
The Stable: You’ve been vice chairman and CCO of MAD STARS for 15+ years after a long career as an ECD at Ogilvy. How and why did you get involved with MAD STARS?
Sangsoo Chong: I joined because it was fun. Since Korea previously didn’t have an international advertising festival, I thought it would be a good idea to have one. Having worked as a creative director at domestic and international advertising agencies, I had many friends who were renowned creative directors from various countries, and I was able to invite them to serve as judges. Now, so many marketing experts around the world contact me to ask me to participate in the judging process.
The Stable: As an ex-ECD and now head of department at Cheongju University teaching advertising, PR and content what do you see as the essentials for success as a creative? What do you see as the essentials for a creative agency’s success?
Sangsoo Chong: Oppose what already exists. The ability to disagree is essential. Whenever a new idea is needed, I always begin by dismissing the existing one. This applies equally to the agency business. Agencies must be able to present risky ideas to their clients. The one with the strongest spirit wins. Even though you are a little scared inside. Clients are scared too. Be bold.
The Stable: What do you think sets MAD STARS apart? What are its points of difference? What do you see as the key reasons for its growth?
Sangsoo Chong: Diversity. Most international advertising awards tend to ignore diversity when judging ideas, as they typically judge ideas through a Western lens. MAD STARS takes note of this. For example, ideas from quiet Eastern countries, lesser-known and less recognised in the West, are less likely to be recognised. Therefore, MAD STARS focuses on ideas that are not properly discovered and therefore not recognised for their excellence. Given the diverse cultures on Earth, it would be beneficial to respect them.
The Stable: It has been a difficult year for advertising as an industry. How has that impacted MAD STARS? What do you think the industry needs most?
Sangsoo Chong: The advertising world has never been easy. We just have to do it. Don’t say, “Advertising is over,” then it really is over. Don’t ignore the power of advertising and marketing. They are about more than luring unsuspecting consumers into buying products. They aren’t simply about corporate profits. While no one likes advertising per se, we can’t ignore it. Could movies, literature, art, or music exist without the help of marketing? Of course, companies and organisations must make their advertisements interesting and resonate with consumers. “Nobody reads advertising. People read what interest them; and sometimes it’s an ad,” Howard Gossage said long ago.
The Stable: Last year, MAD STARS graduated into paid entries for professional. In 2022, it transitioned into MAD STARS. This year it moved back into a hotel after many years at BEXCO Conference Centre. What is the ongoing vision for MAD STARS. What does it hope to be?
Sangsoo Chong: This is an attempt by the world’s advertising and marketing experts, or MAD STARS, to become closer. MAD STARS, supported by the Korean government, has been open to the general public, even those without advertising expertise. However, following the advice of participants from around the world who advocated for a high-level advertising and marketing festival geared toward professionals, the event has moved beyond its traditional large-scale exhibition hall and into a hotel. This effort aims to eliminate unnecessary space and streamline the flow of traffic, allowing experts from each country to gather in one space during the event for intensive discussions and enriching exchanges. Furthermore, MAD STARS Part 2 will be held a month later in September, targeting university students interested in startups and advertising and marketing. It is free so anyone can participate. focuses on ideas that are not properly discovered and therefore not recognised for their excellence. Given the diverse cultures on Earth, it would be beneficial to respect them.
