Chad Lee and Robin Te McGonigle, co-founders of CMR / Courtesy of CMR
Seoul-based creative agencyCMRleverages its global background and its carefully selected talent to create genuine, fashion-driven moments for its clients — whether they are fashion brands, touring musicians or beauty brands.
Think of CMR as that one friend who seems to know everyone trending on Instagram. The Korean-Irish creative agency thrives in its attention to detail and sharp eye for trends, even in a fast-paced environment like Seoul.
The two founders first met in London while working in the fashion industry.
“Since London is one of the world’s most competitive fashion and beauty hubs, we’ve been exposed to a huge range of trends, top brands and the global influencer scene over the years. We like to think that experience gives us a sharper eye not only to spot trends as they’re starting, but to anticipate what’s coming next in Korea’s fast-moving market," co-founders Chad Lee and Robin Te McGonigle said in a statement to The Korea Times.
“We believe we’re only as strong as our people, so we take great pride in our talent roster and hugely appreciate and value every person for being a key part of CMR.”
Although the term “Instagram pretty” has long been a preferred aesthetic by audiences, Chad and Robin see beyond it.
“Today’s audience wants to see the creator’s real personality and individuality," they said. "That’s why we work closely with our creators to explore their authentic selves and help them share their unique stories and perspectives with the public.”
Take, for example, their campaign with GENTLE MONSTER x OVERWATCH 2, which merged gaming and fashion through engaging Instagram reels, or the pre-show marketing campaign for Tyler, The Creator, where nonpromotional content successfully directed people to ticket vendors and concert details.
An influencer, right, poses with a 3D virtual character created by Gentle Monster as part of CMR's campaign to promote eyewear. Courtesy of CMR
Source: Korea Times News
