As creative director at Cheil in Korea, Yoo Shin Lee claims that the Korean industry is well developed in recognising the benefits female creatives bring to the table.
Lee began her career as a copywriter, having graduated from the prestigious Hongik University and Yonsei University, where she studied journalism and mass communication. Since then, her work has been recognised at Cannes among other major international awards shows.
Later this year, Lee will participate at Cannes as a juror in the Cyber category.
How did you get into the advertising industry?
It’s been 19 yrs since I started out as a copywriter in February 1991. I started working in advertising right after school, as it was something I wanted to do since I was very young. Also, in Korea, Cheil Worldwide is known as a place where young people want to work. It has a reputation of being perhaps the most ‘fun’ place to work.
Who was your career inspiration?
My mother, who has a great talent with words, and my son, who is able to offer an interesting perspective.
What is your advertising philosophy?
Advertising is succinct storytelling that can and should move people’s hearts. So I do my best to create the best possible story. I hope that my work not only benefits my clients, but also the world.
Why aren’t there more women at the top in advertising? Are things changing?
The female workforce in the ad industry in Korea tends to be more in the creative department. In other words, we have less women working in sales, management and finance departments of the agency. Aside from a few exceptions such as hereditary management and etc, I don’t feel there is much of a change.
In Korea, things are changing slowly but it’s a bit more challenging for women to reach the top in advertising. Korea is still quite a traditional, conservative place so you have to be ten times more dedicated and driven to reach a certain position.
But the good thing is that at Cheil, there are several senior creative directors, and we have one senior executive vice president, Ina Choi, who is totally revered by women working in the industry here in Korea. She has in a way inspired many women here to achieve their dreams.
Is the industry doing enough to attract female talent?
I believe more needs to be done. But likewise, women in the ad industry here in Korea also have to speak up more and show that it is not too “aggressive” to be working hard and accomplishing things. We do have a good number of women working in the creative department, but I believe we need more women working in other departments of the agency as well.
What advice would you give to young women looking to advance their careers in advertising (specifically in the creative field)?
Experience, read, feel, listen more. Also don’t forget to open your heart to others. Be more open-minded. All these things will help you reinforce your creativity. It’s also important to look to those few women who have made it to the top, listen to them and learn from their experiences.
What was your biggest challenge in 2009?
As I am now managing a large team as a senior creative director myself, my biggest challenge is to keep growing and learning and to seek new experiences.
And your biggest achievement?
1. Satisfying one of the toughest clients. Korean clients are tough!
2. Having been invited to judge at Cannes Lions.
What are your expectations for 2010?
On a personal level, I hope that in 2010 my work might receive some attention at the Cannes Lions festival. I also hope to push my own creative standards further. Also, I hope that Korea does well at this year's World Cup!
Lee began her career as a copywriter, having graduated from the prestigious Hongik University and Yonsei University, where she studied journalism and mass communication. Since then, her work has been recognised at Cannes among other major international awards shows.
Later this year, Lee will participate at Cannes as a juror in the Cyber category.
How did you get into the advertising industry?
It’s been 19 yrs since I started out as a copywriter in February 1991. I started working in advertising right after school, as it was something I wanted to do since I was very young. Also, in Korea, Cheil Worldwide is known as a place where young people want to work. It has a reputation of being perhaps the most ‘fun’ place to work.
Who was your career inspiration?
My mother, who has a great talent with words, and my son, who is able to offer an interesting perspective.
What is your advertising philosophy?
Advertising is succinct storytelling that can and should move people’s hearts. So I do my best to create the best possible story. I hope that my work not only benefits my clients, but also the world.
Why aren’t there more women at the top in advertising? Are things changing?
The female workforce in the ad industry in Korea tends to be more in the creative department. In other words, we have less women working in sales, management and finance departments of the agency. Aside from a few exceptions such as hereditary management and etc, I don’t feel there is much of a change.
In Korea, things are changing slowly but it’s a bit more challenging for women to reach the top in advertising. Korea is still quite a traditional, conservative place so you have to be ten times more dedicated and driven to reach a certain position.
But the good thing is that at Cheil, there are several senior creative directors, and we have one senior executive vice president, Ina Choi, who is totally revered by women working in the industry here in Korea. She has in a way inspired many women here to achieve their dreams.
Is the industry doing enough to attract female talent?
I believe more needs to be done. But likewise, women in the ad industry here in Korea also have to speak up more and show that it is not too “aggressive” to be working hard and accomplishing things. We do have a good number of women working in the creative department, but I believe we need more women working in other departments of the agency as well.
What advice would you give to young women looking to advance their careers in advertising (specifically in the creative field)?
Experience, read, feel, listen more. Also don’t forget to open your heart to others. Be more open-minded. All these things will help you reinforce your creativity. It’s also important to look to those few women who have made it to the top, listen to them and learn from their experiences.
What was your biggest challenge in 2009?
As I am now managing a large team as a senior creative director myself, my biggest challenge is to keep growing and learning and to seek new experiences.
And your biggest achievement?
1. Satisfying one of the toughest clients. Korean clients are tough!
2. Having been invited to judge at Cannes Lions.
What are your expectations for 2010?
On a personal level, I hope that in 2010 my work might receive some attention at the Cannes Lions festival. I also hope to push my own creative standards further. Also, I hope that Korea does well at this year's World Cup!
