Letter from Korea: Winds of Change

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By David Kilburn





A new generation of Korean ad agencies is challenging the status quo South Korea’s advertising industry, the second largest in Asia, is in a state of flux. In-house shops, which dominate Korea’s advertising landscape, are in transition, Western agencies are actively competing for business and independent Korean agencies are devising new creative strategies to challenge existing conventions.





Change is in the air. Indeed, the feudal dominance of house agencies, which are owned by major advertisers, is under fire in ad circles.













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