Cheil Communications
Encyclopedia
Cheil Worldwide Inc., is a global marketing and communications company headquartered in Seoul
, South Korea
. It is South Korea's largest advertising agency
and was ranked 16th in the world by Advertising Age
in 2006.
Cheil offers marketing communications services including advertising
, public relations
, sports marketing
, exhibition and display production, as well as the production of large-scale performance events. Cheil also operates a Brand Marketing Institute that publishes trend reports on the South Korean advertising industry.
The president and CEO of Cheil Worldwide (as of March 2007) is Nack-Hoi Kim. The executive appointment of Bruce Haines, a former Group CEO of Leo Burnett London, was made in April 2008. As President and Global Chief Operations Officer, Haines will be responsible for the globalisation and growth of the company, specifically in the overseas markets. In 2011, former Weiden and Kennedy managing director Buz Sawyer was named CEO of Cheil North America.
Partner. In 2005, Cheil negotiated a five-year sponsorship deal with Chelsea Football Club and a two-year deal with the US National Football League
as part of a sports marketing push by Samsung. Cheil has also executed entertainment marketing tie-ins with pop star Beyonce, movie director Tim Burton and others.
Within South Korea, Cheil has developed campaigns, including the first South Korean advertisement to feature a celebrity from North Korea
. In 2002, it organised the opening ceremony of the 2002 FIFA World Cup
and in 2005 arranged the cultural program for the Asia-Pacific Economic Cooperation
leaders summit in Busan
.
Seoul
Seoul , officially the Seoul Special City, is the capital and largest metropolis of South Korea. A megacity with a population of over 10 million, it is the largest city proper in the OECD developed world...
, South Korea
South Korea
The Republic of Korea , , is a sovereign state in East Asia, located on the southern portion of the Korean Peninsula. It is neighbored by the People's Republic of China to the west, Japan to the east, North Korea to the north, and the East China Sea and Republic of China to the south...
. It is South Korea's largest advertising agency
Advertising agency
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services...
and was ranked 16th in the world by Advertising Age
Advertising Age
Advertising Age is a magazine, delivering news, analysis and data on marketing and media. The magazine was started as a broadsheet newspaper in Chicago in 1930...
in 2006.
Cheil offers marketing communications services including advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
, public relations
Public relations
Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
, sports marketing
Sports marketing
Sport marketing is divided into three sectors. The first is the advertising of sport and sports associations such as the Olympics, Spanish Football league and the NFL. The second concerns the use of sporting events, sporting teams and individual athletes to promote various products. The third is...
, exhibition and display production, as well as the production of large-scale performance events. Cheil also operates a Brand Marketing Institute that publishes trend reports on the South Korean advertising industry.
The president and CEO of Cheil Worldwide (as of March 2007) is Nack-Hoi Kim. The executive appointment of Bruce Haines, a former Group CEO of Leo Burnett London, was made in April 2008. As President and Global Chief Operations Officer, Haines will be responsible for the globalisation and growth of the company, specifically in the overseas markets. In 2011, former Weiden and Kennedy managing director Buz Sawyer was named CEO of Cheil North America.
Global expansion
After achieving a dominant position in the South Korean advertising market with billings of more than double that of its nearest rival, Cheil has looked overseas for new growth. From the start of the new millennium, the agency has expanded its global network from 12 overseas offices in 2001 to 31 in 2006. Cheil’s overseas billings exceeded 50% of total consolidated billings for the first time in 2005, following five years in which annual overseas billings growth averaged 24%. About 600 of Cheil’s approximately 1,600 professionals work at branch offices outside of South Korea. As of November 2008, Cheil had 35 branch offices in 28 countries.Projects
Internationally, Cheil has carried out communications campaigns for Samsung Electronics, including the “Imagine” branding campaign spanning 80 countries. It also provides marketing support for Samsung’s role as a Worldwide OlympicOlympic Games
The Olympic Games is a major international event featuring summer and winter sports, in which thousands of athletes participate in a variety of competitions. The Olympic Games have come to be regarded as the world’s foremost sports competition where more than 200 nations participate...
Partner. In 2005, Cheil negotiated a five-year sponsorship deal with Chelsea Football Club and a two-year deal with the US National Football League
National Football League
The National Football League is the highest level of professional American football in the United States, and is considered the top professional American football league in the world. It was formed by eleven teams in 1920 as the American Professional Football Association, with the league changing...
as part of a sports marketing push by Samsung. Cheil has also executed entertainment marketing tie-ins with pop star Beyonce, movie director Tim Burton and others.
Within South Korea, Cheil has developed campaigns, including the first South Korean advertisement to feature a celebrity from North Korea
North Korea
The Democratic People’s Republic of Korea , , is a country in East Asia, occupying the northern half of the Korean Peninsula. Its capital and largest city is Pyongyang. The Korean Demilitarized Zone serves as the buffer zone between North Korea and South Korea...
. In 2002, it organised the opening ceremony of the 2002 FIFA World Cup
2002 FIFA World Cup
The 2002 FIFA World Cup was the 17th staging of the FIFA World Cup, held in South Korea and Japan from 31 May to 30 June. It was also the first World Cup held in Asia, and the last in which the golden goal rule was implemented. Brazil won the tournament for a record fifth time, beating Germany 2–0...
and in 2005 arranged the cultural program for the Asia-Pacific Economic Cooperation
Asia-Pacific Economic Cooperation
Asia-Pacific Economic Cooperation is a forum for 21 Pacific Rim countries that seeks to promote free trade and economic cooperation throughout the Asia-Pacific region...
leaders summit in Busan
Busan
Busan , formerly spelled Pusan is South Korea's second largest metropolis after Seoul, with a population of around 3.6 million. The Metropolitan area population is 4,399,515 as of 2010. It is the largest port city in South Korea and the fifth largest port in the world...
.