Sunmi Park

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SUNMI PARK

 


CHIEF CREATIVE OFFICER

 

 


DAEHONG COMMUNICATIONS

 


KOREA

 

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Never before has New York Festivals assembled an Executive Jury panel of this magnitude and executive level. The 2018 Executive Jury, is an elite dream team of Global Chief Creative Officers and C-Suite creative executives. Words like iconic, visionary, accomplished and influential, come to mind when describing these prominent award-winning creative leaders. This April they will assemble in New York City for 4 days of live judging across all mediums—one panel of advertising giants, 30+ strong, all coming together to select the World’s Best Advertising®.

2018 Executive Jury member, Sunmi Park brings over 25 years of experience in the advertising industry to the jury panel. She is currently working as the Chief Creative Officer at Daehong Communications which is affiliated with the Lotte group in Korea.

She started her career in the advertising industry as a copywriter in 1992 and worked with numerous prominent clients in Korea, including Amore Pacific, Lotte Group, Lotte Confectionery, and Lotte Beverage with a specialty for creating award-winning campaigns based on emotional copywriting.

Presently Sunmi is at the helm of the creative solution division of Daehong Communications and focuses on advancing creativity through working with the agency’s creative directors. She has conducted a collaboration with digital companies through an event called ICS (Innovative Creative Show). ICS is the first performed event in Korean advertising industry.

Sunmi has served as a jury member of many advertising awards such as the Moscow International Advertising Festival, the Busan International Advertising Festival (Adstars), the New York Festivals, and also served as the chief jury of the Stevie Awards.

She has shared her vast experience via lectures for junior advertising creators in Korea.  Sunmi has worked for the 2018 Pyeonchang winter Paralympic Games as Public relations advisor.

Being a Juror:

New York Festivals: Why did you decide to accept the invite to NYF’s Executive Jury?

Sunmi Park: First of all, it is such an honor to participate on the NYF Executive Jury, one of the world-famous Ad festivals.  And of course, I have a primary reason that I accepted the invite.

New York Festivals: What are you most looking forward to with this experience?  

Sunmi Park: I’d like to increase our insight and creativity at a global level and make new relationships with many foreign Ad professionals.

Working in Advertising:

New York Festivals: Best client story ever?

Sunmi Park: When I was a young creative director, one of my clients encouraged me by saying. “I believe in your creativity. So “Do your job as you like”.  At that time, I was working on a big launch for a campaign for a certain beverage brand and it was a big success. The brand became a well-known figure. 

New York Festivals: The world may have changed since you started in the business. What kinds of accounts were you working on back then vs. now?

Sunmi Park: Then: I was a copywriter and a creator.      
Now:  I am a Problem solver.  (Recently, it is the way I see the new insight.)

Favorite Ads:

New York Festivals: Share an ad you are particularly proud of.

Sunmi Park: Daehong Communications have many successful campaigns.  I’d like to introduce a small commercial content. The brand was PepsiCo’s sparkling water and it was shown on-line last summer.
It may be strange from the western point of view, but it is a unique film targeting Korea’s young generation. It was a kitsch style of content expressing a Korean style of humor and joy which they loved. This was sensationally spread through social media among young generations.
https://youtu.be/FB9N30TAXX0 

Creative Leadership:

New York Festivals: What do you look for when hiring new talent?

Sunmi Park: I think people change depending on the environment. So, when I hire a creator, first of all I try to look for their potential. I think if they have possibilities, they can make a new positive synergy when they meet our clients.

New York Festivals: What kinds of things (positive or negative) did you learn about being a creative leader from people you worked for along the way? Anything you wish your creative leaders had told you?

Sunmi Park: The empowerment of ideas.  Sometimes, don't interfere with your junior’s creative works
 
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