Name: Soo Hee Yang
Place of origin: Seoul, South Korea
Places lived and worked: Seoul, South Korea
Pronouns: She/her
CV:
Chief creative officer, Publicis Groupe Korea, 2016-present
Executive creative director, Leo Burnett and Welcomm Publicis Korea, 2013-2016
Creative director, Leo Burnett Korea, 2005-2013
Senior art director, McCann-Erickson Korea, 1996-2005
1. How did you end up being a creative?
As a child, I had an unusual fascination with colour and design. As I grew older, I came to realise that what had captivated me were logos and brand or corporate identities. Whether it was a well-crafted logo on the street, in teen magazines, or on TV, I couldn’t take my eyes off well-designed branding. This early interest naturally led me to pursue a degree in design at an art college in California, where I also minored in communication arts. After graduation, with the recommendation of a senior from my school, I stepped fully into the world of creativity in my first agency role.
2. What’s your favourite piece of work in your portfolio?
My favourite piece is our McDonald’s ‘Mom’s Bed’ campaign, which won over 15 awards at top advertising festivals this year. The campaign highlights Korea’s unique caregiving culture, where mothers or guardians stay with their children during hospitalisations. By transforming city benches into a powerful representation of caregiver beds, Mom’s Bed demonstrated just how cramped and uncomfortable these beds are. This campaign highlighted an issue previously overlooked by society, raising awareness and motivating people to donate. Seeing such a positive response and strong results from this campaign has truly made me proud and grateful.
3. What’s your favourite piece of work created by someone else?
Among recent projects, definitely Adoptable, the Outdoor Grand Prix winner at this year’s Cannes. A pet food brand actually helping shelter dogs to find homes—brilliant! By using AI to feature these dogs as models in digital ads, they sped up their chances of adoption. It’s an inspiring example of tech used for a good cause, and honestly, it makes me a little envious…in the best way.
4. What/who are your key creative influences?
Han Kang, the first Korean woman to win the Nobel Prize for Literature. I’ve followed her closely since she won the Man Booker International Prize for The Vegetarian, feeling deeply inspired by the immersive depth and unwavering dedication she brings to her craft. Every sentence, every word, each subtle modifier, feels purposeful—nothing is wasted. She once said, ‘Writing is the process of searching for light in the darkness,’ which resonates powerfully with the creative journey I experience in my work. I’d be thrilled to host her for an evening, to learn more about the depths of her thoughts and the stories she brings to life.
5. Do you work best under pressure or when things are calm?
I love pressure, ha! I think it really brings out hidden potential in people—I’ve felt that in myself. Let’s say I’ve got a couple of big projects all due tomorrow, and I’m still waiting for that perfect idea to hit. It’s like my brain suddenly kicks into overdrive when faced with something unexpected, almost like a mini rebellion. In those moments, I focus two or three times harder, and sometimes the ideas just start flowing in a way that feels almost explosive… though it doesn’t always happen like that. But I guess I really enjoy that kind of thrill.
6. What really motivates you?
In the creative world, it’s never a solo show. It’s more like a canoe race—when the starting signal sounds, we’re all in, rowing powerfully towards the finish line. Getting there together is exhilarating, but the journey can be tough. To win, each person has to fully embrace their role and give it their all. And when we finally cross the finish line as a team, after overcoming every challenge, the sense of shared victory is like no other—it’s what motivates me, every time, to keep pushing forward.
7. How would your co-workers describe you?
Each year, we receive feedback from our co-workers, and three words consistently come up in my evaluations: Responsible, driven, and resilient. It seems my co-workers see me this way, and I guess that’s the kind of person I am.
8. What would you do on your perfect day?
I’d begin with gratitude, because sometimes the simplest moments are so precious that I think of them as everyday miracles. On my perfect day, I would savour every bite of a truly delicious meal. Naturally, I’d pair it with a glass of my favourite wine—I love wine so much that I recently bought a large wine cellar. I’d rummage through it, carefully selecting the perfect bottle to celebrate the day and treat myself for all my efforts, dressing up to match the perfection of the moment, making sure I look as wonderful as I feel.
9. What’s your guilty pleasure?
Kicking back on the weekend with an ice-cold beer straight from the fridge, and diving into a full binge session on Netflix or Disney+. Just last weekend, I devoured The Black and White Chef in one go—it was totally worth the couch potato marathon!
10. Do you have a catchphrase?
“It’s all about mindset.” There’s an old Korean saying that everything starts in the mind, and I truly believe that. I think, in general, we tend to give up too easily, sometimes even over small setbacks. Each morning, I remind myself to shake off yesterday’s challenges and reclaim control over my mindset. For me, it’s not about chasing perfection but about maintaining an unbreakable spirit. With that mindset, I truly believe there’s nothing we can’t accomplish.
11. Analog or digital?
I feel incredibly fortunate to be part of a generation that has experienced the best of both worlds. We grew up with the unparalleled charm and warmth of the analog era, yet we were also there to witness the digital age take off and reshape everything. I love existing right on the edge between the two. It’s that intersection, the blend of analog depth and digital innovation, that feels most alive to me.
