As part of an ongoing series highlighting young talent in the industry, Branding in Asia presents “One Under 30” – a special feature that focuses on up-and-coming talent in the ad world, one person at a time.
This week we talk to Yeri Ha, an account executive at DDB Korea in Seoul
Over the course of our conversation, she talks about how she got her first break in the industry, what she loves about the work, what she doesn’t like about it, and more – including how her father loves to critique ads when watching TV together.
Name: Yeri Ha
Agency: DDB Korea
Position: Account Executive
Hometown: Gyeonggi-do, South Korea
Current Location: Seoul
Education: University of California, Los Angeles, Bachelor of Arts in Sociology, 2020
How did you get your first break in the industry?
I like to experience new things and challenge myself so during my time at university, I tried to participate in a lot of various club activities and signed up for internships. During my junior year, I was lucky enough to land an opportunity as an intern at DDB Korea. After spending time there gaining invaluable experience, I decided to take the plunge into the advertising industry.
What is your personal mantra?
“Think about what you can do, not what you cannot do.”
Whatever the problem is, there are things I can change, and there are things I can’t change. Rather than focusing on what I can’t do, I always try to find the positive side in a situation and by focusing on what I can do.
From what person, place or thing have you drawn your greatest creative inspiration?
My father is my greatest inspiration. We like to have long discussions from time to time to share our opinions about various topics such as the places we’ve been, the things we’ve purchased, interesting things we’ve seen, or something we’ve experienced together. For example, when we go clothes shopping as a family, we talk about the designs and how they’re unique.
Even when watching TV at home, we critique commercials together and discuss how we might have approached such a project and what we think would have a lasting impact on its viewers. Through these conversations, inspirations are drawn from each other and I start to see things from a different perspective.
What do you love about the job?
With few limitations to the scope of work, no two days are the same so I enjoy trying out various new tasks and developing my skill set in any way that I can. The job requires working with many advertisers, and therefore, it is essential to be well versed across different industries.
Although there are complexities to this job such as working with data analysis results or keeping on top of a plethora of communication streams with clients or our internal departments, challenging myself every day means I am constantly broadening my knowledge of the industry.
What about your job are you not so crazy about?
I’m sure everyone can relate to the unpredictable nature of the advertising industry. Although there are days when last-minute requests may pop up, that is what makes the job exciting and interesting. Although it can be disheartening if the team’s sacrifices don’t come to fruition, we always use these moments to learn from.
What is some work you’ve done that you’re most proud of?
My first project for the client True Aussie Beef was a campaign called “COOK!”. The aim was to show the consumer how easy is can be to order and cook fresh True Aussie Beef at home.
In an effort to make a more lasting impact with this campaign through fun wordplay, our team used the Korean alphabet to emulate the sound of the English word “쿸!” (“Cook!”) as the tagline when ordering from a smartphone.
The campaign’s key messaging was that you can enjoy fresh beef from Australia’s pristine natural environment simply at the click of a button. The video also portrays how various parts of beef can be used in cooking and the customer satisfaction at the simplicity of ordering via an app.
Through this campaign, I was able to participate in the process of planning and executing TVC, digital campaigns and Facebook events. Because I was involved in the entire process of a campaign for the first time, this project remains one of my most meaningful works.
If you had to choose another career what would it be?
If I had to choose a different career, I would love to run a bakery. I am passionate about baking and would love to enjoy pastries that I create every day!