How Korean-Irish creative agency CMR is helping shape Seoul's new creator economy
Chad Lee and Robin Te McGonigle, co-founders of CMR / Courtesy of CMR
Seoul-based creative agency CMR leverages 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
Today, the agency has expanded and recently relaunched its website. True to their motto, CMR's roster of talent represents a range of different aesthetics, from fashion and interview-driven content creator JERRY to blogger, model and influencer HANSOL.
Under the guidance of Chad and Robin, the agency has the global experience to support its trend-savvy approach to reflecting the brands' vision.
“We both fell in love with fashion because it has no limits, no strict rules,” the co-founders said. “We actually see our differences as one of our greatest strengths. They help us balance a global outlook with what feels authentic to Korea.”
An influencer uses an Instagram filter to appear to be in a call with Tyler, The Creator. Courtesy of CMR
For CMR, Seoul is an amazing creative backdrop for a variety of styles. “From bold streetwear to soft, feminine 'Cecile Bahnsen-style' looks, there’s so much individuality and self-expression here. People in Korea truly dress with confidence and creativity, and I was so excited to see that firsthand,” Robin said.
The next chapter of CMR is already underway. The agency has set its sights on becoming a leading creative agency in Korea and is currently preparing to expand to global markets, with Japan and Vietnam on the horizon. At the same time, it is developing new global content partnerships that reinterpret brand worlds through a creative lens.
Although CMR intends to become a leading creative agency in Korea, the agency proudly empowers micro-influencers. “We’ve seen firsthand how impactful micro-influencers can be in shaping authentic marketing conversations and driving real results,” they said. “These creators often lead trends; they’re tastemakers whose influence shouldn’t be underestimated.”
Daniela P. Solano, @ldymacca on Instagram, is a cultural researcher and the founder of Korean Wave Lab, a platform dedicated to promoting Korean underground subcultures.