)
TBWA\Media Arts Lab Seoul updates management team
){kind=avatar}
TBWA\Media Arts Lab, Seoul appoints Minah Lee as Managing Director and promotes Youji Ooh to Executive Creative Director.
TBWA\Media Arts Lab (MAL), Apple’s bespoke global creative agency, has announced two key leadership moves for its Seoul office: the appointment of Minah Lee as Managing Director, and the promotion of Youji Noh to Executive Creative Director.
Lee joins the agency with extensive experience across both agency and client-side roles for Korean and American global brands. Most recently Head of Account Management at Amazon Korea, Lee has also held senior marketing roles at Cheil Worldwide, Samsung Mobile, Coupang, and Vestiaire Collective.
“Minah brings a wealth of experience in the tech world,” said Katrien De Bauw, Global CEO at TBWA\Media Arts Lab. “She brings an entrepreneurial, start-up spirit that we believe will drive MAL Seoul into its next chapter.”
“It’s every marketer’s dream to work for an iconic brand like Apple,” said Lee. “I’m excited to lead the team in Korea to drive strategic initiatives that strengthen the brand while leveraging the momentum of global K-culture trends. I look forward to working with Katrien and Youji to elevate the Korea team and maximise our potential.”
Lee will report to De Bauw, partnering with Noh to oversee the agency and client relationship in Korea.
A key figure in the agency’s creative evolution, Noh steps up as Executive Creative Director. Her work has been integral to celebrated campaigns including AirPods Cases, Behind the Mac, and Shot on iPhone directed by Park Chan-wook, as well as the Made on iPad music video for Jay Park, animated by webtoon artist Namon.
“Youji is a tastemaker, pure and simple,” said Brent Anderson, Global Chief Creative Officer at MAL. “She has repeatedly helmed work that resonates deeply with Korea and that organically creates impact, all while maintaining Apple’s distinctive voice and hallmark simplicity.”
“I’m thrilled to be working with Minah to lead and grow MAL Seoul,” said Noh. “Korea is having a moment in culture across various disciplines, especially with youth at the core. To continue creating iconic, culture-shaping work for Apple is a dream job for me and the team.”
Noh will continue to report to Anderson, overseeing both the creative and production departments.
