Noh Hongchul to Appear: Are You Ready for Marketing and Advertising in the AI Era?... 2025 Busan International Marketing Advertising Festival Conference Unveiled

The 2025 Busan International Marketing Advertising Festival (MAD STARS 2025), Asia's largest international event for marketing, advertising, and digital content, will be held in Busan for three days from August 27 to 29.

The event organizing committee announced the conference program featuring industry experts on August 20.

Celebrating its 18th edition this year, MAD STARS has established itself as a global stage that explores trends across the advertising, marketing, digital, and ad-tech industries. This year’s theme is "AI-vertising: The Era of AI Advertising and Marketing." More than 40 sessions will address how generative artificial intelligence (AI) is transforming advertising production and consumer touchpoints, focusing on the coexistence of human creativity and technology.

Kim Jonghyun CEO and President (left) and Alex Abranchis, keynote speakers at the 2025 Busan International Marketing Advertising Festival.

원본보기 아이콘

The keynote speeches will be delivered by Kim Jonghyun, CEO and President of Cheil Worldwide, and Alex Abranchis, Chief Creative Officer of Iris Worldwide North America. Kim will present on "Ambidextrous Agencies: The Harmony of AI and Human Creativity," proposing a sustainable strategy where AI handles repetition and optimization, while humans take charge of interpretation and creation. Abranchis will discuss "Creative Intelligence: The Future of Advertising Where Human Emotion Meets AI Thinking," exploring the potential unlocked by the convergence of technology and creativity.

This year’s jury presidents will also take the stage. Along with Abranchis, Ashish Chakravarty (McCann India), Alejandro Di Trolio (Cheil Worldwide Europe), and Tawana Murphy Burnett (Meta) will introduce the entries themselves and share their perspectives on changes and opportunities in the advertising industry.

Key sessions will cover topics ranging from AI and AR-based creative strategies to FAST (Free Ad-supported Streaming TV), digital out-of-home advertising (DOOH), and data-driven consumer experience design. Baek Wonjang, CEO of AnyPoint Media, will discuss the future of FAST and OTT advertising. Samer Lahoud of Snapchat will present on the "Storyliving" strategy, while Ricardo Adolfo of TBWA\Media Arts Lab will speak on "The Joy Created by AI." Baek Seungrok, CEO of CJ Mezzomedia, will share brand experience design cases under the theme "From AI to AX."

On the second day, sessions will focus on human emotion and creativity. Pancho Gonzalez, CCO of Inbrax, will warn of the "Erosion of Creative Thinking" in the age of algorithms. Kim Yongtae, CEO of The SMC, will introduce AI content IP cases, and Alejandro Di Trolio will present on "Algorithms More Human Than Humans." There will also be a session from LEGO OLA that questions, "What if it’s not AI?" and explores advertising that combines music and cultural sensitivity.

2025 Busan International Marketing Advertising Festival speakers 'Gwedo (left)' and 'Noh Hongchul'.

원본보기 아이콘

On the final day, chief marketing officers (CMOs) from leading domestic and international brands will share their practical experiences. Lee Sangsoo, Director at Coca-Cola Korea, will present the Blue Ribbon campaign with its new color scheme. Kim Hyungbin, Head of Toss, will explain brand strategies utilizing data from 29 million users. Lim Hyesoon, CMO of Twosome Place, will introduce strategies that leverage memes and cultural codes of Generation Z under the theme of "Reverse Marketing." This will be followed by a panel discussion featuring CMOs from Tving, SOCAR, and Ourhome.

In the digital out-of-home advertising session, leading companies from Korea, China, and Japan will share technological innovations and strategies in their respective markets. Innocean, Shinsegae Property, VIOOH, Podomedia Network, Liveboard, and Hyundai Futurenet will discuss the status and outlook of pDOOH (programmatic digital out-of-home advertising) both in Korea and abroad.

Additionally, Yusuke Sato of Dentsu will present on "Culture vs. AI," exploring brand storytelling using Japanese pop culture. Andria Ogunbadejo of VaynerX will discuss "What Is a Modern Production Studio?" Science communicator Gwedo will address "Content Production in the AI Era," while broadcaster Noh Hongchul will explore the potential of "Unpredictable Content."

The 2025 Busan International Marketing Advertising Festival, supported by the Ministry of Culture, Sports and Tourism and the Busan Metropolitan Government, will take place in Haeundae from August 27 to 29.

Four Jury Presidents of the 2025 Busan International Marketing Advertising Festival.

원본보기 아이콘

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.