Yep!  I got tapped.  Don’t you love that word?  I see it used so often in press releases announcing recent hires…it’s soooo…kinky.  Anyways, read the boring PR at Media Asia part of the Brand Republic.  They chopped up the original press release, those clients were only the ones i worked at Javezz, not my key brands in general…oh well.

Why Korea?  Well besides that i’m Korean American and all that jazz, it’s because Korea is sitting on the edge of what could be a digital explosion.  Sure they’ve got stats like most broadband subscribers per household than anywhere in the world, or PC saturation through the roof, and mobile usage is extremely high…etc.  But for all those stats, digital (and even at a more granular level – creativity and design) is largely moot in Korea.  Large internet portals spew out enormous amounts of content, UGC is still in the stone age of uploading videos and pictures, web sites are one off flash sites that catch the eye briefly but offer no deep value or integration between other media.    With things now rapidly changing, Korea is literally bursting at the seams and simply need someone to step out and lead the pack.  Whoever IS that leader will not only have the glory but also the riches.  And i’d rather be that person rather than marveling at what i could have been…that’s why i’m in Korea, and that’s why i’m at Tribal DDB.