12 women thriving in APAC: Euna Seol

Euna Seol, chief creative officer and co-founder, PostVisual | KOREA

Tell us about your background and achievements.

I’m a dreamer who believes that a small piece of true communication can change the world.

I founded PostVisual in 2000 [which was acquired by J. Walter Thompson in 2013].

We won a Cyber Gold Lion at Cannes Lions in 2004, Gold, Silver, and Bronze at New York Festivals in 2006, and more than 60 awards from advertising festivals around the world. We are working with brands including Nike, Innisfree and Yuhan-Kimberly.

Who is your role model?

Woody Allen, Robert Lapage, Pina Bausch, Haruki Murakami and Richard Curtis – contemporary storytellers who look deep inside themselves to create rich worlds and tell incredible stories.

Do you think there is a glass ceiling in Korea’s advertising industry? 

In Korea, regardless of gender, creative director is a job that requires a fiercely competitive nature, and will draw on all the energy you have. Korean women are asked to devote hard work to this job as well as the traditional role of housewife, taking care of the kids and doing domestic chores. This is an endless process, and 365 days in a year are never enough to do what needs to get done. It is like doing two jobs on a repeated cycle, part one in the office, part two at home. Women are trying their best to do everything, but at the same time they do not feel satisfied that they are doing everything well.

What are the sort of challenges you have faced as a woman in making it to the top of your profession? 

Not long after I had founded this company, I became a mother of two children. I always wanted to be with my babies, but I couldn’t be. I felt so sorry for them, because I couldn’t love them enough. I had to be perfect at my job. I focussed too much on doing things well at work and did not find the right balance between work and life. I eventually suffered from burnout. Though I had a hard time recovering, I learned a valuable lesson in how to balance what is important in life. My kids are more grown up now, and I want to say thanks to me back in the days. Now I appreciate every moment in my life and the fact that I have a role in both workplace and home. A successful career is only a part of the pleasure I take from life.

What is your view on the suggestion that women do not want management roles in advertising?

I think it is hard to form a view and generalise about whether women want management roles or not.

What do you make of the assertion that women aren’t as creative as men?

I think even to enter a debate about this is to give it credibility. I’d rather ignore it and not comment. Perhaps whoever said this has an inferiority complex.

What advice would you give to a woman who aspires to be a creative director in Korea?

At some point, I think it’s better not to give too much advice. Instead, I would recommend finding a quiet place, take a look deep into your heart, and listen to what it tells you. The answer is already there.

Who is your role model?

Woody Allen, Robert Lapage, Pina Bausch, Haruki Murakami and Richard Curtis – contemporary storytellers who look deep inside themselves to create rich worlds and tell incredible stories.

Do you think there is a glass ceiling in Korea’s advertising industry?

In Korea, regardless of gender, creative director is a job that requires a fiercely competitive nature, and will draw on all the energy you have. Korean women are asked to devote hard work to this job as well as the traditional role of housewife, taking care of the kids and doing domestic chores. This is an endless process, and 365 days in a year are never enough to do what needs to get done. It is like doing two jobs on a repeated cycle, part one in the office, part two at home. Women are trying their best to do everything, but at the same time they do not feel satisfied that they are doing everything well.

What are the sort of challenges you have faced as a woman in making it to the top of your profession?

Not long after I had founded this company, I became a mother of two children. I always wanted to be with my babies, but I couldn’t be. I felt so sorry for them, because I couldn’t love them enough. I had to be perfect at my job. I focussed too much on doing things well at work and did not find the right balance between work and life. I eventually suffered from burnout. Though I had a hard time recovering, I learned a valuable lesson in how to balance what is important in life. My kids are more grown up now, and I want to say thanks to me back in the days. Now I appreciate every moment in my life and the fact that I have a role in both workplace and home. A successful career is only a part of the pleasure I take from life.

What is your view on the suggestion that women do not want management roles in advertising?

I think it is hard to form a view and generalise about whether women want management roles or not.

What do you make of the assertion that women aren’t as creative as men?

I think even to enter a debate about this is to give it credibility. I’d rather ignore it and not comment. Perhaps whoever said this has an inferiority complex.

What advice would you give to a woman who aspires to be a creative director in Korea?

At some point, I think it’s better not to give too much advice. Instead, I would recommend finding a quiet place, take a look deep into your heart, and listen to what it tells you. The answer is already there.