Pipha Youngmin Cho is an Executive Creative Director at Cheil Worldwide. Pipha describes her job as HBI - Human Brand Interactive. She works for active interaction between Brands and people. She majored in Civil engineering but decided to stop building literal bridges over rivers and start building bridges between brands and people. So she entered the marketing communication industry as an AE and later spent time as a copywriter, a strategist, and a new media director before completing her MBA degree. Her career has been a journey of thinking out of the box - even out of the traditional definitions of ‘creative’ and finding optimal solutions with an engineer’s mind and the creator’s passion.
She has been working for various clients from Samsung electronics to K-beauty brands through various media spanning from TV to social media, in the form of brand consulting to content making, for both domestic and global markets. Her approach is to always start by landing on an “insight”. Whatever the brand is, there is always some universal human insight to be found to solve a problem.
That’s why she made her English name ‘Pipha’, from the word ‘epiphany’. Her biggest interests now lie in the technology and its application to the clients’ business.
Pipha was the jury for Ad stars and the Spikes Asia (two times, for mobile/interactive and design category).