Team SHYMAN

Media Content Team Leader Lee Byung-il  I A Copywriter with 10 years of experience

“I am doing everything they ask, just kidding.

am finding the good aspects of Shyman and

loudly proclaiming them to the world."

I heard that you have worked in an advertising agency for a long time.

Yes, that's correct. I graduated from university in 2013, so it’s been exactly 10 years working in advertising agencies. At the advertising agency, I continuously worked as a 'copywriter' and for the last three years as a 'creative director' leading the production team. Although I was promoted early compared to my age, I didn't really hold much authority; I was more like an older brother to my team members. However, there was pressure from the company because I was the team leader and was expected to bring in a lot of money. (Tears)

Photo Description) Team Leader Lee Byung-il adjusting the copy at the SK Magic shooting site

Copywriter? Someone who makes copies?

When I first came to Shyman, nobody knew what a 'copywriter' was. There was a time when another team leader seriously thought I worked at a copying company called Dream Depot. A copywriter is someone who creates concepts, messages, and ideas for various advertisements we commonly see. You might call them "scribes," but unlike authors, they don’t create artistic texts; they produce texts with a 100% commercial purpose. They’re more like vendors shouting, "Like our brand! Buy our products!" at the media. You could even compare them to traditional market loudspeakers or candy sellers.

What made you decide to work here?

I'm from Apartment 109, Samjin Apartments, Seoun-dong, Gyeyang-gu, Incheon. It’s my hometown. Born in '87, I was exposed to adult magazines by the local tough guys at an early age. This led me to study at the prestigious Seoul Arts College, known for gathering eccentrics, where even my major was Advertising. Our professors were extraordinary, and one assignment was to create an advertisement for adult products. Now that I check, it was for ‘Astroglide’ lube, which is a best-seller at Shyman. The process was fun, and I liked the outcome so much that I dreamt of working at an adult products company. That dream led me to Shyman when I saw a job posting by chance.

What kinds of advertisements have you created? Which one is the most memorable?

I’ve been working for 10 years but never made a nationally famous ad. Nonetheless, I poured my heart into every advertisement I worked on. I mostly handled electronics, cars, and IT. For electronics, I worked on Samsung Electronics' Air Dresser, washing machines, dryers, and laptops; for cars, Kia Motors' Sorento, Renault Samsung Motors' SM6, Peugeot, Citroën, and Mercedes-Benz dealer Hyosung Motors. For IT, I managed newly launched apps and games, including CheongKwanJang's online store, ‘Cheong Mall.’ The most memorable ad was for ‘Cheong Mall,’ which significantly increased my salary and won me an award, giving me some recognition in the industry. The advertisement helped boost Cheong Mall’s sales by 35% compared to the previous year, which was very fulfilling.

What exactly do you do at Shyman?

I do everything they ask me to do (laughs), just kidding. I am finding the good aspects of Shyman and loudly proclaiming them to the world through marketing, public relations, advertisements, video content, SNS, seminars, and planning without distinction. I created this mini-page you are reading right after joining the company, and honestly, I am also conducting this interview. This part of the interview is actually me talking to myself (laughs). I consider my most significant task to promote and build Shyman’s brand by spreading the good word about our company far and wide. We plan to start producing educational and entertainment content for Shyman in July. Please look forward to it.

I heard you can analyze and derive big data.

I’m not as specialized as a professional big data researcher in a credit card company, but I’ve been indirectly involved in shaping strategies and concepts through some data analysis while working at the advertising agency. The reason is that many projects often fail when based solely on someone's subjective opinions and beliefs. To reduce failure rates even by 1% and increase success rates by at least 1%, we use a data-driven decision-making process. In this year's first-quarter seminar, we organized and analyzed various data from Shyman for the first time to provide franchisees with solutions to maximize sales. If we can gather better quality data, I promise to offer even higher-level insights next time. Please look forward to it.

What is your dream?

My current dream is to become a leading figure in marketing within the South Korean adult product market under the name 'Lee Byung-il' within the next five years. Although I have a lengthy career in advertising and marketing, I haven't been in the adult product market for long. I aim to gradually build up my experience and know-how to significantly contribute to our franchisees' sales and, by extension, to Shyman's overall welfare. Please keep an eye on me. I will make it happen.

Photo Description) Team Leader Lee Byung-il on a walking tour around the country

What would you like to say to the franchise owners and prospective franchisees?

I've worked with major brands in the advertising agency. For instance, the budget for a game advertisement for one year is usually about 30 billion KRW, and a 15-second car advertisement might cost about 250 million KRW to produce and 40 to 50 billion KRW in media costs. Huge amounts of money are spent to promote brands and drive sales. However, the marketing expenses of Shyman have been relatively small compared to those companies. This reassures me because brands that rely heavily on marketing spending to drive sales are not truly stable. If they stop spending on marketing, their sales often vanish or get slashed in half. I believe that the best marketing strategy is to build a high-quality product and a trustworthy brand. As of June 12, 2023, Shyman has opened 126 franchise stores, making it number one in South Korea. No other brand has more than 100 stores. Yet, we are planning to invest more in marketing to boost our sales further. If you are considering other companies during this reading, I suggest you don't. In the end, it will always come back to Shyman. Thank you.