Portfolio (Kyoung-ryoon Jung)

FromKyoung-ryoon Jung

IMPORTANT: Portfolio Included

ToFuture Employer

[ Kyoung-ryoon Jung ]

Yonsei Univ.

Undergraduate Agency In-House Graduate

International Comm.

Social Media Marketing

Crisis/Issue Management

Internal Comm.

Financial Comm.

CSR

New Model Launches

Brand Community Management

Customer MagazinePublication

Media Relations

Brand &Advertising

Strategy

Career Path

Business Minor

International Relations Major

Korean Delegatefor Korea-ASEAN

Exchange Programby Korean Gov’t

RA at Institute of Foreign Affairs & National Security

Co-Chair, Asian Student Association

Ad Agency Intern

Client Sponsored Projects

Core Competency

Initiative

Work Experience

Academic Foundation

• Find new solutions with initiative and global perspective

• Established expertise throughhands-on experienceboth in agencies and in-house

• Broaden and deepen marketing knowledge

Northwestern IMC

Seeking New Opportunity & Practices

Burson-Marsteller

Porsche

Schafer Condon Carter

Skills & Interests

CSR, Speech Writing, Global PR, Crisis & Issue Management

PR

Analytics

Google AdWords & Analytics, SEO, SPSS

Consumer Insight Consumer Behavior Ethnography, Radian 6, Netbase

Marketing/AdStrategy, Overseas Business, Digital, Shopper, Sports

IR

Investor Relations, Financial Communications

Heard From People

“KyoungRyoon Jung is - creative/unique, - he sticks up for his beliefs and ideas, - and cares about the world.He is also quite loyal and supportive of your organizations and people.”

Phillip RaskinManaging Consultant at TEXT 100 Singapore (A former Market Leader at B-M Korea)

“He demonstrated strong leadership in planning and executing the nation’s first A380 launch with tremendous drive.

His dedication resulted in Emirates gaining unprecedented attention from the media and public as a foreign airliner in Korea”

SJ LEE Area Manager at Emirates Airline (A former client)

[ GRADUATE STUDY HIGHLIGHT ]

Northwestern Medill IMC Graduate ProgramBranding & Ad Strategy Concentration

• Founded in 1921 as Advertising and Journalism School

• Long-standing reputation for academic excellence

• The birth place of IMC

• Leading institution with practical applications in the evolving digital era

Joseph Medill, the founder of Medill and Owner of Chicago Tribune

Students are taught by the professors to…

Faculty:Some of the greatest minds in the industry

useboth left and right brain

RATIONAL STATISTICAL

DATA-DRIVENANALYTICALPRACTICAL

ROIAUDIENCES

左

EMOTIONALNARRATIVECONSUMER-CENTRICINTUITIVE THEORETICALCUSTOMER SATISFACTIONCOMMUNITIES

右

withconsumer-centric,

data-driven integrated approach to marketing

communications

…and to become a professional

Core courses emphasize what forward thinking marketers should know and teachhow to solve not only marketing problems but also business problems as a whole

Marketing Management

Financial Accounting

IMC Core Courses

IMC Strategy

Consumer Insight

Statistics &Marketing Research I & II

IMC Economics IMC Law & Ethics

Persuasive Message

And more...

Shopper Marketing Brand

Communication Decision

Concentration: Brand & Advertising Strategy

Leadership

Investor Relations

Customer Value

Innovation

My focus is on Brand & Advertising Strategy, and I have taken various practical courses including:

Media &IntegratedMarketing

Marketing PR

And many others...

Client Sponsored Project

Marketing Strategy Development Project for SAP CRM

I had numerous opportunities to engage with real-world problems through client sponsored projects including:

Sales Increase Project in a retail environment for MillerCoors

Marketing Strategy Development Project for a start-up restaurant running by former McDonald’s executives

PR Strategy Development Project for aidmatrix, a leadingSCM solution provider for humanitarian relief

Summer Residency Intern

Worked as a summer residency intern at Schafer Condon Carter, a leading marketing agency in Chicago

Developed a rebranding and social media strategy/guideline for a CPG brand Created a branding strategy for an energy drink client

Extracurricular Activities

Actively seeking for and participating in extracurricular activities

Organizing social and professional events as a co-chair of Medill Asian Student Association

Contributing an article on math education in the States to Women’s JoongAng Localizing SEO training materials for an online marketing agency’s a Korean client

Social & professional events for MASA

Correspondent work for Women’s JoongAng

Localize SEO training materials for an online agency’s a Korean client

[ WORK EXPERIENCE HIGHLIGHT ]

Work Experience Highlight

Major Clients include

Top Korean companies reaching out to global market&

Global companies reaching out to Korean market

CSR

Developed and executed an extensive year-long CSR program for DIAGEO that lost operation license in Korea for tax evasion issue with collaborations with many NGOs including Korean Red Cross

Developed a global CSR program for LG Electronics partnering with Doctors Without Borders to align with its TV line, Boderless TV

President Identity: Contribution Articles Strategic Communication Consulting Issue / Crisis Management Corporate Social Responsibility

DIAGEO CSR ActivitiesIncluding Audio Book

Production for Disabled

LG’s global CSR Initiative with

Doctors Without Borders

Strategic Communication Consulting Issue / Crisis Management TOP PR Practices in Korea

Worked in top PR practices in Korea including:

• Korea’s National Brand Identity Development Project that reported to the President of Korea

• Global PR for Korea-based companies • Several global and local M&A communications• Internal Communications Evaluations and

Organizational restructuring project of comm. Department for top Korean corporations

Issue / Crisis Management CRISIS & ISSUE MANAGEMENT

Managed crises & issues including:

• Contingency Plans for an airline and customer information leakage• Pharmaceutical product recalls• Airplane fuel leakages • Automotive recall & lawsuit with consumers

International Trade Show Supports Strategic Communication Consulting Issue / Crisis Management Global Marketing Communications

iFA on-site event

Global Media Relations

Strategic Global PR consulting for LG Electronics HQ Global PR materials & guideline development for local markets International exhibition support (CES, MWC, iFA, Mansion & Object, etc)

Advertorial placed in FT & WSJ

Comm. Guideline for Local Market

Blogger Relations: Product Seeding Strategic Communication Consulting Issue / Crisis Management Global Marketing: Social Media

Influential Bloggers Seeding Programs

Leveraged Social Media to increase awareness and buzz Developed blogger relations programs in many regions Produced communications materials for social media users

Communications Materialsfor Social Media Users

Brand Community Management Strategic Communication Consulting Issue / Crisis Management Brand Community Management

Porsche Customer Magazine Exclusive Events for Porsche Club Korea

Managed Porsche Club Korea to enhance owners’ experience and to stimulate customer loyalty

Oversaw monthly customer magazine including: writing articles, advertising, and 3rd party collaborations

Product Launching / Event CoordinationStrategic Communication Consulting Issue / Crisis Management Product Launch

Porsche Cayenne and Panamera Launch

Planned and executed several product and service launching events for Porsche and many other clients, including LG, Bausch & Lomb, Emirates airline, Olympus Korea

Developed attractive and appropriate event themes, programs and press materials and controlled other vendors to maintain the quality of events

Bausch & Lomb New Product Launch Party

Press Conferences / Media Roundtables Strategic Communication Consulting Issue / Crisis Management Press Conference

UNEP Global Media Conference

LG CEO Roundtable with Female International Reporters

Emirates Korea 3rd Anniversary Press Conference

Porsche Media Roundtable Western Union MOU Signing

Ceremony with a Korean Bank

Bausch & Lomb Press Conference

Ran many international and local press conferences for clients and Porsche

President Identity: Contribution Articles Strategic Communication Consulting Issue / Crisis Management President Identity

CEO Lecture TV Show & Book National Radio Show Guest

CEO Contribution Articles and InterviewsCEO Contribution Article at Newsweek

Helped position CEOs as thought leaders through various opportunities

Professional Writing Skill: Website Development / Awarded Business Blogger / Contributor Strategic Communication Consulting Issue / Crisis Management Writing Skill

Burson-MarstellerKorea’s Website Development

Demonstrated the high standard of professional writing skills Wrote Burson-Marsteller’s official website contents Selected as a top 10 business blogger for writing about marketing trends Work as a correspondent reporter for several Korean Magazine

Selected as top business bloggerby AllBlog,

an established blogger association

Contribution Articles as a Correspondent Reporter

Leveraged top magazine’s pictorials to highlight products

Professional Writing Skill: Website Development / Awarded Business Blogger / Contributor Strategic Communication Consulting Issue / Crisis Management Pictorial

Professional Writing Skill: Website Development / Awarded Business Blogger / Contributor Strategic Communication Consulting Issue / Crisis Management Pictorial

Launch: Korea’s First A380 Launch Press Conference at ICN AirportCSRPresident Identity: Contribution Articles Strategic Communication Consulting Issue / Crisis Management Emirates Case

Korea’s the First A380 Launch

Led a year-long launching PR campaign as the client leader Emirates achieved unprecedented attention as an airliner in Korea through

execution of the strategic plan Top media allocated from one to three full pages to deliver Emirates’ story

Announcement of introducing A380 to Korea

(Jan 2009)

Pre-Launch Launch (Dec 2009)

Post-Launch

Sports Marketing

On-boardBlogger Day

Chosun IlboW Section

LaunchConference

MBNPre-Experience

Chosun IlboWeekly Biz Cover Story

JoongAng IlboSpecial Knowledge

Emirates Pop ArtExhibition

Launch: Korea’s First A380 Launch Press Conference at ICN AirportCSRPresident Identity: Contribution Articles Strategic Communication Consulting Issue / Crisis Management Emirates Case: A380 Launch

Launch: Media Coverage from the Conference Launch: Korea’s First A380 Launch Press Conference at ICN AirportCSRPresident Identity: Contribution Articles Strategic Communication Consulting Issue / Crisis Management Emirates Case: A380 Launch

Coverage from National Broadcasters and Newspapers


In-depth 1 to 3 pages coverage highlight Emirates’ business and A380 from Korea’s top newspapers, which is very unusual for any brand or company


Along with the great success for Emirates,

I also financially contributed to my employer, Burson-Marstellerby increasing agency retainer fees by 30 percent as a token of appreciation from Emirates

30%Agency

Fees

[ THANK YOU ]

Kyoung-ryoon [email protected]

Documents

Portfolio (Kyoung-ryoon Jung)