Growth, Culture, and Global Business Insights
Student Reflection by Cosette Burrese (Korean target, C’26 W’26)
Working at Ogilvy in Seoul was an incredible opportunity that stretched me both professionally and personally. As someone passionate about marketing and keen on understanding how global brands operate, getting to work with high-profile clients such as Coca-Cola, KFC, Oreo, Nestlé, and Kit Kat was both exciting and daunting. These iconic brands came with high expectations and specific demands, pushing me to grow in ways I hadn’t anticipated.
One of the most significant challenges I encountered was using Korean at a more advanced level. While I had some experience with the language, working in a professional setting where fluency was often required was a new hurdle. Navigating client meetings, discussing marketing strategies, and collaborating with team members in Korean was intimidating at first. However, it turned into one of the most rewarding aspects of my experience. Every day presented an opportunity to sharpen my language skills and gain confidence in my ability to communicate complex ideas across cultures.
Adapting to the unique work culture at Ogilvy was another learning curve. In Seoul, workplace dynamics can differ significantly from what I was used to. From hierarchical structures to the emphasis on group harmony and indirect communication, it took time to adjust. However, learning to adapt to these norms taught me valuable lessons about flexibility, understanding diverse perspectives, and working effectively in a global environment. This experience made me more versatile and equipped me with skills to navigate international business settings in the future.
Another fascinating aspect was learning about the distinct marketing expectations and strategies abroad. I was able to witness firsthand how global brands tailor their messaging to align with local cultures, values, and consumer behaviors. Understanding these nuances deepened my appreciation for the intricacies of global marketing and sharpened my strategic thinking.
Beyond work, I had the chance to explore Seoul and more rural parts of Korea, like Jeonju. These experiences helped deepen my cultural understanding, giving me a richer context for the work I was doing. Visiting historical sites, experiencing traditional Korean food, and engaging with local communities provided insights that books and research couldn’t offer. This cultural immersion enriched my perspective, making me more attuned to how culture shapes consumer behavior.
Overall, my time at Ogilvy was transformative. It not only strengthened my marketing expertise and language skills but also made me more adaptable, culturally aware, and globally minded. The combination of professional challenges, cultural exploration, and personal growth has set a strong foundation for my future endeavors in global marketing.
