korea
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How Marriott is turning K-pop fandom into a loyalty machine
When a Marriott ballroom in Tokyo turned into a 'mini Super Bowl' for Enhypen fans, it was long-term brand play. Marriott’s APEC chief commercial officer, John Toomey and loyalty boss, Ramesh Daryanani, break down their 'barbell marketing approach' to loyalty.
40 Under 40 2025: Sam Kim, FleishmanHillard
From intern to one of FleishmanHillard Korea’s youngest senior VPs, Sam Kim has built her career on the conviction that empathetic communications can move people, business and society.
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How McDonald’s Korea turned local farming into a fast-food growth strategy
CASE STUDY: A five-year push to source over 800 tonnes of domestic produce has helped the QSR giant boost brand favourability, score creative gongs, and get government backing. Campaign gets the inside story from McDonald’s Korea CMO and agency partner Leo.
Meet Lemon Man, Cass Beer's new mascot
In its latest work since opening a new Singapore office, GUT unveils a brand platform for Korean beer Cass, spotlighting its lemony range.
Heineken trusts Korean football fans with keys to unmanned bars
An activation in Seoul sees Korean fans ordering, paying for, and pulling their own pints without bar owners or security present. Just to be able to watch live football.
‘Women’s careers are an investment, not a sacrifice’: IPG leader MJ Kim
To commemorate International Women’s Day, we speak with the Korea CEO of IPG Mediabrands on the evolving role of the ‘working housewife’, why higher education is key, and a priceless lesson attained from Tom Cruise.
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