Helpful Resources for Making it Big in Korea
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McKinney Consulting's newsletter article Advertising in Korea How to Get It Right is written by Mr. Les Edwards. Enjoy his insight and humor at www.mckinneyconsulting.com
Getting it right is doing it the right way – global standards, not local short-cuts.
(Seoul – Grand Hyatt Hotel. This article was initially presented as a speech to senior multinational company leaders at the McKinney Consulting
Workshop on April 27, 2010)
Korea has always been a tough market for traditional television advertising in that the majority of ad space sold is of 15 seconds in duration. When you come from markets where 30 seconds and often 45, 60 and 75 seconds are the norm, then 15 seconds requires a great deal of discipline to execute a message or promise well.
At DDB we believe in the power of the 3 S's - We believe that advertising works best when it is ~ Simple, when it is Surprising, and when it leaves you with a Smile. Find out more by reading this exclusive article at www.mckinneyconsulting.com
Views: 88
Replies to This Discussion | 이 토론에 대한 답글들
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Permalink Reply by Dave Woods on -
Outstanding. Thank you very much for sharing Mr. Edwards very insightful experiences and Korea-specific guidance. This is a treasure trove of cultural and business wisdom. It should be part of any primer for inbound business folks looking to succeed in a challenging arena. I'll be keeping mckinneyconsulting.com on my favorites. Thanks again.
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Permalink Reply by Steven Brian McKinney on -
Thanks Dave I am glad that you found Les's presentation helpful. I am also glad that we were able to get him to do this as he is leaving Korea in a few weeks after many years here.
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Permalink Reply by Steven S. Bammel on -
Yes, excellent insights. Thanks, Steve.
Just curious: Where's Les headed next?
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Permalink Reply by Steven Brian McKinney on
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Les has moved back to New Zealand and he is now the sports marketing commercial manager for the Tasman Rugby Union in Nelson, New Zealand.
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Permalink Reply by Terrence Jones on -
I enjoyed this article very much. I'm currently brainstorming marketing ideas for the Korean market so it was very timely. I'm particularly interested in Korean social media. Clearly Koreans interact with the internet in much different ways than is done in the West but there are some core similarities. My. Edwards clearly understands this saying "...it’s a matter of having a conversation that develops into a relationship with your audience."
Does anyone out there have other branding and/or social media tips or links for the Korean market?
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Permalink Reply by Youngil Ely Loew on -
Re-posting the link, since the article was removed from the front page section. Worth a re-read!
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Permalink Reply by stephanemot on -
I'd rather say 30 sec has become quite long. 1 mn spots are exceptional.
and 15 s is not that short. In France, where base rates remain on 30 sec format, the average is about 20 s (many 8-10 s formats - the message is then even more simple or striking than usual, but nothing new under the sun).
note that in Korea, you often see repeats on cable TV (twice the same short spot, back to back).
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Permalink Reply by David Clark on -
RE: note that in Korea, you often see repeats on cable TV (twice the same short spot, back to back)
Interesting - I always kind of wondered why that happened.
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