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Hyeah Nahm of Leo Burnett Korea on Leading From the Heart
Do so and your mind will follow
Hyeah is ECD at Leo Burnett in Seoul. She began her career as a copywriter, and after a stint at Hyundai Group’s in-house agency, she joined Publicis Groupe in 2006. She has been recognized as a leading figure in advertising in Korea, receiving commendation from the Ministry of Culture.
Since joining Leo Burnett in 2014, Hyeah has worked for P&G, McDonald’s, Coca-Cola, Ikea, Samsung, Unilever, AB InBev, Volkswagen and more.
We spent two minutes with Hyeah to learn more about her background, her creative inspirations and recent work she’s admired.
Hyeah, tell us …
Where you grew up, and where you live now.
I grew up in Seoul, and I still work in one of the busiest and most dynamic areas—Euljiro. I also spent a year in the U.S. and four years in the U.K. as a kid, where I realized the world is rich with different cultures.
A person you idolized creatively early on.
The director of Parasite, Bong Joon-ho, is detailed, unpredictable, original and always gives me something to think about.
A moment from high school or college that changed your life.
In college, I read a book introducing uncommon professions, and at the time, copywriting was relatively unknown in Korea. I had planned to become a writer. When I learned that copywriters capture people’s hearts with just a few words, I knew what kind of writing I wanted to do for the rest of my life.
A visual artist or band/musician you admire.
Metallica. A 43-year-old band still rocking heavy metal in their 60s, and they still make my heart race like crazy.
A book, movie, TV show or podcast you recently found inspiring.
The recently aired K-drama Good Partner. I enjoy courtroom dramas because they offer a glimpse of society’s desires, consciousness, conventions, and culture. I highly recommend it.
One of your favorite creative projects you’ve ever worked on.
McDonald’s “Yes Kids Zone.” Korea has the world’s lowest birthrate, which is seen as a national emergency. Yet, Korea is saying “no” to kids and they are being excluded from many cafés and restaurants. This campaign tackled the prevalence of “No Kids Zones” and sparked a social movement. It’s a truly meaningful piece of work.
A recent project you’re proud of.
McDonald’s “Mom’s Bed.” From the ADFEST Grande Lotus to the Cannes Lions, this proud piece earned Leo Burnett Seoul 14 awards in 2024. But what I’m most proud of is how it brought positive change by shining a light on caregivers.
Someone else’s work that inspired you years ago.
P&G’s “Like a Girl.” In 2014, this work was born. That same year, I also gave birth to my daughter. It was a powerful piece that deeply resonated with me, making me reflect on how I should raise her.
Someone else’s work you admired lately.
Pedigree’s “Adoptable.” It was the most AI-driven, yet the most human idea among the work I encountered at Cannes this year.
Your main strength as a creative person.
My motto is “Heart First, Mind Follows.” That’s why most of my work is rooted in ideas based on human truth. I believe my strength as a creative person is my ability to read people’s hearts, or at least my constant curiosity about it.
Your biggest weakness.
I’ve become so used to reading others’ hearts and listening to their voices that I often don’t pay enough attention to my own. As a result, I sometimes let myself get swayed by others and make choices I’m unsure of.
A mentor who helped you navigate the industry.
A female CEO of a production company. Back then, the advertising industry in Korea was mostly male-dominated. Strong, charismatic leadership was highly valued. She was one of the few female leaders I met who took a different approach. Watching the inclusive way she took care of her employees made me think, “I want to be a motherly leader, too.” Since then, I have strived to lead with empathy.
How you’re paying it forward with the next generation of creatives.
At our office, we have a team called Eightball that nurtures young creatives. Anyone with a spark can raise their hand and join the team’s projects. While leading this team, I plan to share what I’ve learned along the way.
What you’d be doing if you weren’t in advertising.
Travel writer, daydreaming while wandering around the world.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
