SoJung Lee

A new, free-ranged breed of Interactive & Digital

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About me


So Jung Lee

A new, free-ranged breed of Digital

Until last year, my favorite book was “Eat Pray Love”. Recently, however, I read an article that hit really close to home and inspired me to do something that would allow me to feel proud of myself as a unique, creative person.

Jeffrey Paul Baumgartner wrote an article entitled “What-To-Look-For-When-Hiring-Creative-Employees”, and the content falls under four major points:

    I was born and raised in Korea. I later moved to London, where my eyes were opened to a whole other world I had never known. I loved the culture and how the British develop thoughts, ideas, openness, and generosity for diversity.

    After London, I moved to Sydney, Australia, and then New York, the United States.

    In my free time, I run various social media accounts, including Facebook, YouTube, Vimeo, and Ustream. I use these accounts to not only keep myself entertained, but also to keep up on the latest online trends.

    I also enjoy watching movies – any genre but comedy. Movies keep me inspired and teach me storytelling and visual execution.
    If I really need a break, I travel to recharge and make my life more interesting, as meeting new people and new cultures really puts my life into perspective.

    Though I am not a joker, I tend to get quite silly around those I am comfortable around. At the end of the day, I am from Korea, and you know the “Gangnam Style”!

    All I can say is there are some aspects of my personality…

    I am small but will drink a gallon of iced coffee and work for days without food or sleep.
    I am quiet but search for answers aggressively and passionately.
    I am emotional but have tough skin in a harsh environment.
    I am gentle but hard on pitches and deadlines.
    I am sweet but can be very spicy.


    My resume

    My educational qualifications include two Master degrees: one in Interactive Multimedia from the University of the Arts London, and one in Advertising and Multimedia Design from Seoul Hong-Ik University.

    work experience

    New York


    Creative Director

    Agencies: Ogilvy, Digitas, Havas, Razorfish, BBDO, JWT, Organic, McGarryBowen, MRM & etc

    Key clients: Amazon Fashion, Samsung, American Express, UPS, Ikea, Dove, Verizon, AT&T, AXE, Lowes, Fedex, Kraft, Bank of America, Citi Bank.

    Key achievement: Proven ability for various campaign creative strategy and interactive/ digital tactic development.

    Example: My single view leads to win Amazon Fashion new business and it brought Ogilvy’s half year revenue in total.



    Art Director

    Agencies: M&C Saatchi, Host Ville , Tribal DDB, One Digital, The White Agency, Leo Burnett, Euro RSCG, & Adobe BusinessCatalyst

    Key clients: Optus, Audi, Yahoo7, Channel 7, Virgin Mobile, HSBC, Coca Cola, BigPond, 7 Eleven, Subaru, McDonald, Foxtel, 3 Hutchison, Pfizer, Woolworth, and VolksWagen.

    Key achievement: Proven strategy development, planning ability and project management skills on several high quality projects.

    Example 1: When launching integrated campaigns, one of the most difficult challenges can be time. It was essential that I prioritized the team’s daily tasks and made decisions at the speed of light. Not only did this project succeed commercially, but it also won ADMA Awards for Websites (Silver), Single medium campaigns (Bronze), and Integrated campaigns (Gold).

    Example 2: I was involved with McDonald’s corporate site development. It was largely attributed to the client's marketing success and became the showcase for McDonald’s as a healthy option. This project won the One Show Interactive Merit Award.




    Re-designed and built the course website for London College of Communication and some London boutique design studio's graphic projects while studying for my Master’s in Interactive Multimedia.


    1994-2001 & 2013

    Creative Strategist

    Korea is my hometown. I did freelance work when I was in art school. Then, while working towards my Master’s, I was the course administer of the Department, lecture assistant, and thesis supervisor for 400 students and 16 professors. This experience taught me organization, communication, leadership, and management skills.

    In 2013, AdQua invited me to work on the Samsung Global secret pitch project: a website and web video. Offering an idea as to which direction global sites should work towards, this small local agency outshined the most prestige advertising agencies. Samsung gave them 3 campaigns.

    Education experience

    Master from University of the Arts London


    Interactive Multimedia

    Project management skills
    User experience design and user testing
    Information Architecture
    Use of sensors for multimedia projects
    Research and document writing
    Project scoping and pitching

    Master from Hong-Ik University

    1999 - 2001

    Interactive Multimedia

    High degree of research skills
    Deep understanding of aesthetic and the philosophy of unconsciousness
    Specification thesis writing
    Supervising BA course student
    Assisting the professors

    Bachelor from Hong-Ik University

    1994 - 1998

    Advertising & Multimedia

    Visual Design, Drawing, Typography, Illustration, Color, Photography, Editorial.
    Advertising - Communication theory, Marketing, Consumer Behavior, Visual thinking, Copy Writing, Creating concept and content.






    My background skills are in creating a balance between high-level, strategic relationships and conceptualizing high impact, quick turn-around, integrated campaigns. In addition, I am interested in human computing and interactive Installation. I believe following trends such as social media, mobile, tech, digital news, and analysis make me a stronger creative thinker.

    • Concept & Strategy 100%
    • Art Direction 100%
    • User Experience 70%
    • Research 80%
    • Project Management 70%
    • Technical Development 60%

    "Curiosity about life in all of its aspects,
    I think, is still the secret of great creative people."

    -Leo Burnett

    My Clients

    My international agency experience includes Digitas, BBDO, Razorfish, M&C Saatchi, Tribal DDB, Euro RSCG, JWT, Leo Burnett, McGarryBowen, Organic, MRM, Havas, and Ogilvy.

    My past pitch winnings include Nike, Lexus, Visa, Estee Lauder, Dial, and my top clients include Verizon, AT&T, AXE, Citi Bank, Bank of America, Yahoo, MSN, McDonald’s, Sony, and many others.



    Contact me

    I am currently located in Sydney, and I am most easily reached by email. Talk to you soon.



    • +61 0410 290 289

    • Sydney NSW 2000