See the Difference. Make the Difference.
Session Overview
Where does great marketing begin? Rather than simply following successful examples, what matters is discovering the difference that made those successes possible.
When teams recognize and embrace different perspectives while working toward the same goal — and notice the small details others overlook within familiar challenges — entirely new answers can emerge.
Through real Coca-Cola campaigns that earned the Grand Effie two years in a row, this session explores how seemingly small differences can lead to meaningful shifts in both business performance and brand perception.
Rather than copying the visible outcome of a successful campaign, Sangsu Lee will examine how marketers can identify what actually made the result different — and how recognizing the people and perspectives behind that difference can create the next transformation.
The people who see the difference are the ones who make the difference.
Speaker
Throughout his career, he has worked across a wide range of brands and marketing challenges, focusing on how distinctive thinking can translate into meaningful business and brand growth.
His work at Coca-Cola has contributed to campaigns recognized at the Effie Awards Korea, including Grand Effie-winning work in consecutive years.
Rather than repeating familiar answers, he focuses on finding the differences others may overlook — and turning small insights into meaningful change for both brands and businesses.