This document contains the resume and cover letters of Seung Hwan Yoo applying for a creative position at TBWA. The resume outlines his education including a Masters in Marketing from the University of Bath and Bachelors in Media & Fine Art. It also lists his work experience in sales planning, strategic marketing, and as a creative worker and visual director. The cover letters emphasize his creative skills in areas like photography, filmmaking, and understanding consumer behavior and aesthetics that would make him a valuable asset to TBWA.

1. Seung Hwan, Yoo
+ 00 82 (0)10 4879 7173
Bansong-dong Hwasung-si Gyeonggi-do E-mail : yuthch@gmail.com
Gyeongnam Hornorsville 405-1803 Nationality : South Korea
- Objective -
As a master in marketing from the University of Bath with prior work experiences as CW,
fine artist and film director, I am looking for an employment to work as a creative power to
make TBWA looks like more TBWA.

2. Education
University of Bath, United Kingdom
MSc in Marketing Sept 2009 – Dex2010
The course offers a multidisciplinary understanding of marketing including consumer behaviour, brand
value, and a variety of marketing forms based on the theories of both economics and management.
Especially, its focus on an international approach in line with understanding of challenges in global
marketing environment is helpful to meet the needs of reputed organisations and clienteles.
University of Kyung Hee, South Korea
Bachelors in Media & Fine art Mar 2000 – Feb 2008
Focused on the graphical art with understanding the various media tools in use, this course offers a
number of insightful understandings including philosophy, literature, sociology, and the study of logic
so that students are better able to communicate with the general public by showing their visual works.
During this course, students are used to mechanism of visual equipments and its use.
Also, the dramatic film course as a second major, it offers the ability to build up reasonable narrative
and character set including critical assessment and analysis skills on a wide range of current affairs in
line with using it as a source to express creators’ viewpoint.

3. Work experience
Jan - May 2012 : Assistant manager in over sea sales planning team in Delphi Korea.
Sales planning & export work for automotive components.
Strategic planning for expanding market boundary.
Oct 2007 - Sept 2008 : Strategic marketing planner in Cosmos elect
Remapping sales environments to expand business scope of Cosmos elect.
Analyzing competitors’offerings & planning a competitive edge of Cosmos’ offerings.
Held regular business meetings with foreign clients.
Sep 2001 - Aug 2002:Marketing planner in Para IT venture
Completed whole IT contents project from initial conceptualizing to operating stage.
Served as CW & Visual director in strategic marketing team.
Held external meetings with clients looking for further business opportunities.

4. Personal project & activity
Photography Exhibition Feb 2010 – Mar 2010
Organised by UNIVERSITY OF BATH & PHOTOSOC / ICIA Winning entry, theme ‘The place of work’

5. Personal project & activity
Film ‘Himalaya’ (26min) : Direction & Script Sep 2007 – Feb 2008
Released in South Korea on Jun 2008.
Distributed by ‘KT&G Sangsangmadang’, Introduced by Film magazine ‘Cine 21’.
My film ‘Himalaya’ is a lyrical story dealing with ‘Love’ and ‘Loss’
: After travelling to Himalaya, Hyo-jung settled in Bu-san working for a local newspaper. Someday, around 10
years after, an obscure writer Jung-min who Hyo-jung met in Himalaya come to Bu-san to see her.
Having a tea time, strolling seaside and drinking, they separate again.

6. Personal project & activity
Music Video ‘Tango in city’ (6min) : Direction & Photography Jul 2007 – Aug 2007
Work for graduation, University of Kyung Hee (Media & Fine art)
: Job seeker, Sun-Hee at her age of 31 years, is waiting her friend having a seat in a café to get an advice on
her preparation for planned interview. During waiting, suddenly she discovers a strange phantasm image
reflected on the glass wall of café..

7. Photography assignments
Photography Exhibition Feb 2010 – Mar 2010
Organised by UNIVERSITY OF BATH & PHOTOSOC / ICIA
No 1. South Korea

8. Photography assignments
No 2. China

9. Photography assignments
No 2. India

10. Photography assignments
No 3. China / Hong Kong / South Korea

11. Photography assignments
No 4. China / Hong Kong / South Korea

12. Skills and Interests
Languages: Korean (fluent), English (fluent), Japanese (intermediate)
Computer software: Microsoft office, Adobe tools (Photoshop, illustrator, premiere, after effect)
Hobbies: Painting, Writing & Reading, Travelling, Strolling, Observing.
Visualising competence: Photography, Editing, Video recording, Story telling
Reference
Dr. Peter Nuttall, Lecturer in Global Marketing – Management,
University of Bath, email P.Nuttall@bath.ac.uk
Mr. Paul Goodwin, Professor of Management Science,
University of Bath, email P.Goodwin@bath.ac.uk

13. Extra curricular
Activities
: Head of film making association ‘Bit Sa Nyang’ in University Mar 2000 – Feb 2001
: Admin of backcountry camping association ‘Oji-Yoehang kkun’ July 2001 – Oct 2002
: Head of basketball playing association ‘Noran Bakgee’ Mar 2000 – Dec 2002
Travels
: First touring through the Asiatic Continent, China – Laos – Thailand Jun 2001 – Sep 2001
: Himalaya Tracking in Nepal Mar 2002
: Gobi desert nomadism Aug 2002
: Second touring through the Asiatic Continent, India – China Jun 2005 – Aug 2005

14. Cover letter – 1
Dear Sir/Madam
Sub: (Job application for TBWA)
This is for application to TBWA as Creative Power. I graduated my Masters in marketing at the University of
Bath, United Kingdom, and would be grateful if you consider my application.
As you find in my enclosed curriculum vitae, I have been engaged in creative works for the last few years. This
includes writing, photography, painting, literature, philosophy, film making and so forth. So am I right person
for TBWA?
No! I have to say that although I applied for Creative man power and have previous work experiences that are
quite fitting to this position, frankly what I am most proud of myself for the word Creative is that my interests
lie in understanding human nature and aesthetic preferences in terms of cultural differences and consuming
classification. Needless to say that by practicing hard & being self-motivated, I have made a good progress as
a good quality based creative talent.
To say diligently I am specialised in thinking comes true for a precise reason that I endeavour to build my career
in communication. At the University of Bath my highest priority has been to combine previously acquired
creative skills with business sense and marketing theory with practical activities like making commercials &
being in love with consumers.

15. Cover letter - 2
My previous work experiences and education in UK cover both fundamental and functional aesthetic study in
terms of getting a wider spectrum of consumer insight. Therefore now I believe that I could be a rarely valuable
asset to TBWA in dealing with client’ demands as well as sharpening TBWA offerings. In other worlds, I trust
that I’m capable of coming up with good answers to given complexity revolving around client choice ‘who to
pick up?’. For TBWA I am an additional attracting fabric indeed.
Given these skills and knowledge I‘ve acquired through my times, I am now confident of playing a valuable role
in TBWA.
However only understanding current consumers’ wannabe & desire is not enough, but having an analytical and
critical view based on cultural spectrums could bring about a more exquisite answer to the commonly posed
questions in the strong battle like how to exploit or how to attract clients toward TBWA. To broaden my
capability in this front I decided to undertake my Masters dissertation on the exploration of social awareness
among community members for deducing their aesthetic preferences.
Additionally as CW and contents planer working in IT contents venture in South Korea for a year, I received
great supports from my seniors who motivated me to take greater interest to understanding of fundamental
aesthetic system of human beings. After spending 2 years in military service, I continued my venture into art
again by observing and understanding things happening around me like people’s cognitive reaction to a variety
of stimulus and preferences to the certain type of modern mentality.

16. Cover letter - 3
Thus, as a result of these activities, as a film director I could come up with a good quality digital film called
‘Himalaya’ and with great photographs. Since then, I have been stimulated to see myself working in globally
competitive AD industry. I think this is a right moment for me to move one step forward as a globally talented
creative guy with the powerful willingness to be part of the really unique community TBWA that generates
some of the best strange but honestly innovative image through contemporary human history!
It would be grateful if you consider my application. If appointed I promise to work to the best of my abilities.
Yours’ sincerely
Seung Hwan, Yoo