Through communication and understanding, the team at Innocean Berlin is committed to fostering a diverse and welcoming work environment. We had the opportunity to chat with Min Kyung Park, Account Director at Innocean Berlin, about leaving a positive impact on the industry through resilience, embracing our differences, and supporting younger women on their journeys.
Can you tell us a bit about your role and your journey to arriving there?
As a woman grown up in a competitive environment like Korea, I have always felt the pressure to prove myself. There was part of me telling myself to stay on the safe track; on the other hand, I always wanted to try something new. When I chose advertising, I was drawn to the constant learning opportunities on diverse campaigns for different clients. In Korea, I had a chance to gain experience in strategy, creative and account as well. After a few years working as a creative consultant in Seoul, I got to move to Germany.
My move to Europe for an account manager role was a turning point for me. Account people are often described as just a messenger, but after several years, I was valued by many teams I worked with, not because I handled my client well but because I believed in creativity and tried to make things happen as part of a creative journey. And now, I am grateful to fight for the ideas and projects that we all believe in. I have learned to be adaptable, creative, and always eager to learn. And I know that there is always more to discover and improve upon.
What barriers do women still face in our industry and how can we challenge them?
As an Asian woman in the advertising industry, I have faced several barriers that can stem from unconscious bias, stereotyping, or lack of representation. I am usually in a position to conduct a meeting while leading a team. But then, some people often make a mistake that they look at another male participant as they expect him to lead the meeting. When it happens, I try not to question myself that this person is doing this because of who I am, as it is an easy excuse to myself. But those attitudes or microaggressions are there, and they are so subtle and difficult to call out or prove, which makes it so unfair.
An extraordinary woman, Kang Kyung-Hwa, a former Minister of Foreign Affairs of South Korea, described the attitude towards discrimination:
“… There is always this self-doubt and the suspicion if I am being discriminated against, I am not getting what I deserve… because people are treating me as a woman… but you still have to move beyond that and just deal with people at face value and do your best.”
I follow her advice of trying to be the best at what I do, which requires hard work and dedication. This inspires me to build on these experiences, to support and inspire younger women, so that their path is easier than mine. And I believe that this is the contribution I can do for this industry as an Asian woman.
How do you use your position to build equitable teams that are diverse and balanced?
I truly believe that Innocean Berlin is one of the most international and diverse agencies in the world. And I have a lot of colleagues building the agency culture together. For example, we have this session called “Monday Monday” - which never takes place on a Monday - where people share their roots and what they believe in. We get to understand these cultures and embrace our diversity and differences better. Inspired by this, I threw a workshop about Korean work culture. After that, I had a chance to exchange opinions with my colleagues openly around life in Korea as well. Then the agency decided to continue this initiative in the future to share more insights around Asian culture beyond Korea.
The other thing that I put my effort the most is to create a friendly work environment. I try to make sure to create a place where team members feel respected and heard by trying sincere communication.
Who are your female advertising icons/role models and why?
While I find it a bit cliché, I have always looked up to my future self as an ultimate role model. In Korea, we have a form of fortune telling called Saju, which describes your natural personality. There, I am described as someone who can transform into the person I aspire to be. Maybe it is true. I am proud to have come this far as the person I wanted to be - I never would have imagined to be representing women in advertising at Adforum.
That being said, I would like to give a shoutout to my female colleagues who inspire me every day as the true icons in my career. I am learning how to listen other people and lead their ways from Shelley Lui, our creative director. Odile Breffa, a senior strategist, has shown me how to build connections and network. Allison Markert, a senior producer, has helped me understand the importance of project organization. And of course, many more. I am incredibly grateful to be surrounded by such talented women.