TBWA\Media Arts Lab, Seoul Appoints Minah Lee as Managing Director

TBWA\Media Arts Lab (MAL), Apple’s bespoke global creative agency, has announced the appointment of Minah Lee as managing director and the promotion of Youji Noh to executive creative director for its Seoul office.

Minah will report to Katrien De Bauw, global chief executive officer, and partner with Youji to lead the agency and client relationship.

“Minah brings a wealth of experience in the tech world, having worked both agency - and client-side for Korean and American global brands. She brings an entrepreneurial, start -up spirit that we believe will drive MAL Seoul into its next chapter,” said Katrien.

Minah joins MAL from her previous role as head of account management at Amazon Korea and has honed her expertise in marketing strategy and management through roles at Cheil Worldwide, Samsung Mobile, Coupang, and Vestiaire Collective.

“It’s every marketer’s dream to work for an iconic brand like Apple,” said Minah. “I’m excited to lead the team in Korea to drive strategic initiatives that strengthen the brand while leveraging the momentum of global K-culture trends. I look forward to working with Katrien and Youji to elevate the Korea team and maximise our potential.”

Youji Noh’s promotion to executive creative director marks a significant milestone for both the agency and her career. She has been instrumental in MAL Seoul’s creative evolution, leading celebrated work including AirPods Cases, Behind the Mac, the Shot on iPhone film directed by Park Chan-wook, and the Made on iPad music video for Jay Park, animated by webtoon artist Namon. She will continue to report to Brent Anderson, global chief creative officer, while overseeing the creative and production departments.

“Youji is a tastemaker, pure and simple. She has repeatedly helmed work that resonates deeply with Korea and that organically creates impact, all while maintaining Apple’s distinctive voice and hallmark simplicity,” said Brent. “Youji’s understanding of the intersection of media, art and audience makes her the ideal creative lead for this important market.”

“I’m thrilled to be working with Minah to lead and grow MAL Seoul,” said Youji. “Korea is having a moment in culture across various disciplines, especially with youth at the core. To continue creating iconic, culture-shaping work for Apple is a dream job for me and the team.”