Andreas Krasser heads to Busan in search of his BFF
DDB Group Hong Kong has announced Chief Strategy Officer, Andreas Krasser, will be speaking at AD STARS – the international advertising festival which prides itself on the spirit of openness and sharing – on 24 August, 2018.
Krasser’s talk, ‘BFFS FOR LIFE! Why planners and creatives need to collaborate better’ will work towards resolving the relationship between planners and creatives reinforcing the importance of both parties working together as closely as possible to drive work that actually works. Given Asia’s relative infancy when it comes to planning, he believes that agencies in the region have the unique chance to re-invent this crucial partnership.
“Our founder, Bill Bernbach, partnered art directors and copywriters to bring joint ideas and concepts to fruition. This has been the basis of advertising creative for the past 60 years,” said Krasser.
“However, in this day and age, we need to consider new ways of collaborating, innovating and partnering. It can no longer be strategy… then creative. In order to generate ideas that matter to clients’ businesses and to customers’ needs, we have to bring them together from the get-go,” he added.
Half Korean, half Austrian, and a new breed of planner. Andreas is a post-digital strategist, combining brand and communications fundamentals with a deep understanding of digital technology.
These skills, turbocharged with a passion for cultural anthropology, have led him to win prestigious awards at Cannes Lions, the EFFIES and the AMEs. In 2013, Campaign Asia-Pacific named Andreas Planner of the Year for North Asia, and in 2017, he received the Strategic/Brand Planner of the Year title for Greater China. The same year, he was also listed among Creativepool’s Global Top 100 Influencers.
Andreas is a published author in the field of cross-cultural consumer research, and frequently writes for industry publications such as ClickZ, Marketing Magazine, Campaign Brief Asia, Campaign Asia, and the WARC Blog.
He is fluent in German, English, Korean, and claims to know how to get himself into trouble in Russian.