Can Every Brand Become Media? How to Create Content Customers Choose to Seek Out
Session Overview
In an age where skipping ads has become second nature, is the era of the traditional brand campaign really over?
New campaigns appear every day, and most disappear just as quickly. Yet a small number break through — becoming powerful engines of business growth rather than short-lived marketing moments.
This session looks at brand-building cases that have created meaningful growth and asks what allows today's strongest campaigns to survive not simply as advertising, but as content that people actively choose to watch, search for and share.
Through perspectives from marketers working across fast-growing brands, the discussion will explore how brand strategy, creative ideas and content can work together to create campaigns that earn attention rather than interrupt it.
Most campaigns are forgotten. The few that drive real growth succeed when they stop behaving like advertising and become content people actively choose to seek out.
Speakers
At HeyDealer, he planned and led a range of brand campaigns, helping shape how the fast-growing company communicated its identity and built relevance in the market.
In 2025, he joined Malhaeboka to lead brand marketing, where he has been rebuilding the brand strategy and overseeing initiatives across brand campaigns, collaborations and broader brand-building activities.
His strength lies in redefining brand strategy for high-growth startups and translating that strategy into campaigns capable of creating meaningful market impact.
Her full speaker profile will be updated soon.
He previously served as CMO of IKEA Korea and has led marketing and brand strategy across a wide range of businesses, including GM/Chevrolet, Kakao Mobility, Coupang, Life4Cuts, Rolling Culture and Korea Education Group.
Drawing on years of hands-on leadership across brands and industries, he focuses on helping organizations identify the fundamental role of marketing and translate brand strategy into practical business impact.
He also regularly shares his experience through conferences, corporate talks and lectures, bringing field-tested brand and marketing insights to marketers and business leaders.