CEO Insights Magazine

In the dynamic landscape of South Korea's corporate realm, CEOs play a pivotal role in steering organizations towards success. This demanding position requires a unique blend of strategic acumen, visionary thinking, and effective leadership. Amidst this backdrop, Ji Hun Moon stands as a distinguished CEO, exemplifying these qualities with over two decades of experience. His journey, evolving from a strategic consultant to Chief Strategy Officer and eventually assuming the CEO role at Interbrand's South Korea office in 2011, reflects not only his personal growth but also his instrumental role in shaping the brand consultancy's trajectory. Ji Hun's leadership extends beyond the office, encompassing Southeast Asia, where he continues to drive innovation and foster growth.

Engaging in an idiosyncratic interaction with CEO Insights Asia magazine, Ji Hun shares his professional journey, his leadership guidelines and much more. Here’s what he has to share.

Provide an overview of Interbrand as a prominent organization and elaborate on its status in the market.

Since our inception in 1974, we’ve been at the forefront of brand consulting and design, pioneering iconic work and shaping the industry’s brand-building landscape. Collaborating with global brands, our diverse team of thinkers and makers crafts innovative approaches to strengthen brands continually. As part of the Omnicom Group, we stand as a dominant player, boasting a legacy of true leadership for more than four decades.

With a global family of over 1200 consultants and designers, we’ve become synonymous with growth strategies and creative excellence. In Korea, our leadership is evident with a dominant market share and last year alone, we executed over 100 projects which showcases our unwavering commitment to excellence and client success.

In your role as the CEO, what key elements do you consider when formulating successful corporate growth strategies?

As the CEO, core strategy for corporate growth revolves around the most valuable asset, which is people. Corporates need to prioritize a human-centric approach, delving into what they collectively want to achieve and what they believe they should pursue.

Beyond the conventional focus on competitors and market dynamics, the core growth trajectory is founded on fostering an iconic moves. This entails expanding both business performance and business domains.

I believe in instilling a sense of purpose and shared vision within the organization, ensuring that the growth strategy is not just about business metrics but aligns with the collective aspirations and potential of talented team, making not just a brand but an icon brand in the industry.

Explain your strategy for nurturing a team, emphasizing the cultivation of an innovative organizational culture.

In building and nurturing our consultancy team, I place profound emphasis on creating an organizational culture that we proudly refer to as a family. It is important to understand that our business is centered around people, not machinery or products, therefore personal connections are crucial. We celebrate individual milestones, prioritizing personal values and interactions over collective company events.

Each team member's life is cherished, with personal events like birthdays and significant life moments given utmost importance. Recently, when a member of our team welcomed a new member to her family, the entire office came together to express their joy through heartfelt letters and a thoughtful gift. This unique and intimate approach fosters a culture where everyone feels valued, creating an environment that encourages innovation and collaboration within our close-knit ‘work family.’

Share insights into your leadership philosophy. What principles or methodologies guide your approach to leadership?

My leadership philosophy revolves around being a guide and supporter rather than just a boss. Leading people and aiding them in achieving our collective goals is at the core of my approach. I emphasize that leadership is about helping people thrive, not necessarily being a strategic genius. The key principle I adhere to is keeping exceptional talent close, and fostering a collaborative environment which has been instrumental in our continuous growth.

What is the envisioned future trajectory for your organization?

Our company's future trajectory is driven by the ambition to transcend and become the iconic consultancy, instilling confidence in our clients' business growth not just in Korea but across Asia. This journey involves a three-fold approach: expanding our capabilities, broadening our geographic coverage, and nurturing our exceptional talents into greatness.

We envision a future where our team, like a closely-knit family, collaborates seamlessly, bringing their diverse talents to the forefront. Our shared destination is one where we are not merely a consultancy but an icon, renowned for our commitment to excellence, client success, and the continuous elevation of our talented individuals. Together, we are forging a path toward a future marked by innovation, growth, and an unwavering dedication to our clients and team.

Ji Hun Moon, CEO, Interbrand

Ji Hun Moon, Interbrand's esteemed CEO since 2011, boasts a rich 20-year journey with the company. Graduating with a major in Business Administration from Michigan State University, he commenced his career with TNS, a leading research agency, before joining Interbrand in 2003. Beginning as a strategic consultant, Ji Hun progressed to Chief Strategy Officer in 2007, and to CEO in 2011, steering Interbrand's South Korea office and overseeing the Southeast Asia market.

• Hobbies: Working out in the gym, Playing Golf
• Favorite travel destination: Traveling to Hawaii & California with my daughters
• Favorite cuisine: Korean, French, Italian
• Favorite Book: The Heaven Sword & Dragon Saber