Andy believes that "empowered users" can re-structure the current marketing paradigm. His goal is to establish a solid digital branding model that validates this next-generation, data-driven, and people-driven content marketing process.

Before SKKU Andy worked at Cheil (the largest ad agency in Korea), Edelman (the largest PR agency in the world), and CJ ENM (the largest content studio in Korea). He has been devoting his life in developing new digital services that would turn people's everyday moments into strings of valuable data and then to valuable marketing information.

He's also a freelance consultant and a writer of various articles on digital marketing and social media marketing.

Ph.D. in interactive advertising from Michigan State University in 2003. Currently at Sungkyunkwan University (Samsung-founded university in Korea) as Associate Professor of ‘Culture Technology Department.’ Korean blog is available at ecarus.me.