Episode 109: cognitive complexity

CultureHealth
Written By Joanna Lepore
 

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Looking Outside is for curious people looking for a fresh take on familiar topics, in business and beyond.

Cultural intelligence is the game of the moment. When culture feels like it’s in flux, the natural inclination is to gather more signals. But what if this interrogation of culture is shallow, where we see only what’s bubbling to the top of the volcano, and miss the transition before the eruption? Andreas Krasser, CEO of Omnicom Asia, calls this the cultural flux zone, where deep currents meet surface signals. Andreas says getting to this messy bit in the middle, full of tension and randomness, requires a different process of synthesis, one that is hugely benefited by multicultural thinking.

To look outside, Andreas seeks out views of those different to his own, either through conversation with people who hold a different perspective or by reading a broad range of sources. He s

Andreas is CEO of Omnicom Advertising Hong Kong and Chief Client Partner for Omnicom Advertising Asia.

Half Korean, half Austrian, he brings an intercultural perspective and a diverse client portfolio across multiple Asian markets. He delivers an Asian point of view for global brands and an international outlook for Asian brands expanding West.

His client work has consistently earned recognition at prestigious award shows, including Cannes Lions, Effies, and the WARC Awards. He was named Campaign Asia’s Planner of the Year in 2013 for North Asia and again in 2017 for Greater China. In 2019, Andreas was featured in Campaign Asia’s 40 Under 40, which highlights top rising talent from the Asia-Pacific region and their positive impact on the industry.

In addition, Andreas is a published author in the field of cross-cultural consumer research and a prolific contributor to industry publications such as Campaign Asia, Marketing Interactive, The Drum, and WARC. He frequently shares his insights on international marketing stages, including Cannes Lions, Advertising Week in Tokyo, DigiCon in Manila, Ideafest in Jakarta, and MAD Stars in Busan.

Andreas serves on the board of The Marketing Society Hong Kong, fostering a close-knit community among marketers while championing the significance of impactful creative ideas to drive business results.

Fluent in German, English, and Korean, and just enough Russian to get into trouble, he enjoys (though that might be too strong a word) CrossFit and making arts & crafts YouTube videos with his daughter - as long as she still thinks he’s cool (though that might be too strong a word).

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All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2026. Theme song by Azteca X.

 
Joanna Lepore https://looking-outside.com
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