I am Bruce Heo, an IMC strategist and writer with 11 years of experience. I read the context behind people and culture, then design reasons for brands to be remembered.
I believe campaigns begin with context, not messages. I first ask why people move—and where they hesitate—then design the language and experience that belong in that moment.
I have led 360° IMC campaigns across F&B, beauty, wellness, pharmaceutical, OTC, and health supplement brands—connecting content, creators, performance, and offline experiences into one customer journey, then measuring the result.
What I notice in the field becomes marketing essays and my Brunch Book, The Work of Designing Context. Observation, interpretation, and writing are extensions of the work itself.
I also teach marketers how to move beyond raw AI output and structure campaign proposals that connect objectives, insight, message, execution, and KPIs.
Find the consumer context a brand has missed by studying what Gen X, Millennials, and Gen Z notice and how they respond.
Design 360° IMC campaigns and customer journeys around the context—message, tone, and timing together.
Connect content, creators, performance, earned conversation, and offline experiences into one flow across F&B, beauty, wellness, and healthcare.
1M+ organic views on a single post, +400% YouTube, and +200% Instagram. Not intuition alone—numbers.
Sports, creator media, and brand marketing. The industries changed, but the work was always about reading human attention. That path shaped the context designer I am today.
Lead 360° IMC campaigns for Amorepacific brands including Osulloc and Vital Beautie, spanning F&B, beauty, and wellness. I connect content, creators, performance, and offline experiences into one journey—and prove the outcome with data. Winner of a 2025 IBA Gold Stevie.
Built experience communicating with both media and consumers in regulated industries. Developed a distribution- and digital-media-led press network and practiced customer-journey marketing that connected Gen X with younger audiences.
Learned how channels grow by creating content that connected creators with audiences. During this period, I delivered +400% YouTube and +200% Instagram follower growth and 1M organic views on a single piece of content.
This is where I first learned to read what fans want to see. It also formed a habit I still keep: approaching marketing from the audience's seat.
A strong campaign is not defined by how much content it produces, but by whether people see the brand differently. Here are selected projects I led from message architecture through performance analysis.
Reframed matcha from a specialist drink into a lifestyle choice that expresses personal taste. Two brand films, eight KOL collaborations, and 200 seeding kits helped lead Korea's matcha culture. Winner of a 2025 IBA Gold Stevie.
Repositioned inner beauty from an ingestible product to the first step of a skincare routine. A brand film, six-week ambassador program, and two pop-ups drew 8,000+ offline visitors and led to an Olive Young Pick selection.
Designed the Myeongjaksoo launch in two waves: product debut and the Parents' Day gifting season. Four nano-KOL short-form stories built relevance, while celebrity content with Uhm Jung-hwa and a seasonal purchase angle drove conversion. Search visibility and editorial features expanded awareness of the ginseng berry ingredient.
Translated a functional product relaunch—banaba leaf extract and post-meal blood sugar support—into a relevant consumer story. An online-to-offline sequence across Olive Young moments and mega-KOL content drove search and sales growth. Even after the campaign, average daily sales held at the new level, showing how earned conversation can raise the sales baseline itself.
Shifted the positioning from short-term weight loss to a routine for enjoying food while staying on track. A celebrity series with Kim Dong-hyun and Park Na-rae plus year-end occasion-based short-form content delivered 3.5× higher interaction efficiency than the previous campaign.
Turned the functional benefit of caffeine-free tea into an evening wind-down ritual. A brand film, four-week challenge, and KOL sampling program generated 1,400+ pieces of UGC and was recognized internally as a brand best practice.
The Osulloc Get Your Matcha campaign won Gold for Marketing Campaign of the Year (Beverages) and Silver for Communication or PR Campaign of the Year (Food & Beverage).
AI can produce ideas in five minutes. Turning them into a persuasive campaign is still a marketer's job. Build the proposal logic with an IMC practitioner who has spent 11 years doing the work.
Define the behavior to change in one sentence → select only the ideas with evidence → shape them into a 10-slide proposal that connects the objective to the KPI.
Answer a sequence of focused questions to turn scattered ideas into the logic of a 10-slide proposal.
Ask About the Framework →Select the right AI ideas and build a 10-slide structure you can confidently explain to a client.
Build Your Proposal Logic →Use a fictional brand to turn AI-generated ideas into a practical 10-slide proposal.
Ask About the Workshop →Confidentiality by design · I do not accept original company or client files. We convert recurring challenges from 11 years of practice into reusable questions and work only with fictional cases.
I write about how brands become memorable, why consumers move, and what marketing means after AI—an archive of 200+ essays collected in the Brunch Book The Work of Designing Context.
A fuller view of my work through documentaries, articles, interviews, and talks. The formats change, but the questions stay connected.
Before execution, we build the criteria that help you make better decisions yourself. Reach out about working sessions, workshops, talks, or editorial collaborations.