Cheil Worldwide Inc. () is a marketing company under the Samsung Group that offers

advertising Advertising is the practice and techniques employed to bring attention to a Product (business), product or Service (economics), service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of int ...

public relations Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. Pu ...

, shopper marketing,

sports marketing Sports marketing as a concept has established itself as a branch of marketing over the past few decades; however, a generally accepted definition does not exist. Academicians Kaser and Oelkers (2005, p. 9) define sports marketing as 'using spor ...

digital marketing Digital marketing is the component of marketing that uses the Internet and online-based Information technology, digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and service ...

, etc. It was established in 1973 with headquarters in

Seoul Seoul, officially Seoul Special Metropolitan City, is the capital city, capital and largest city of South Korea. The broader Seoul Metropolitan Area, encompassing Seoul, Gyeonggi Province and Incheon, emerged as the world's List of cities b ...

South Korea South Korea, officially the Republic of Korea (ROK), is a country in East Asia. It constitutes the southern half of the Korea, Korean Peninsula and borders North Korea along the Korean Demilitarized Zone, with the Yellow Sea to the west and t ...

. It is the country's largest and the world's 10th largest advertising agency, by 2022 revenues, and the world's 14th creative agency network. Its major clients include Samsung, Absolut,

Adidas Adidas AG (; stylized in all lowercase since 1949) is a German athletic apparel and footwear corporation headquartered in Herzogenaurach, Bavaria, Germany. It is the largest sportswear manufacturer in Europe, and the second largest in the ...

The Coca-Cola Company The Coca-Cola Company is an American multinational corporation founded in 1892. It manufactures, sells and markets soft drinks including Coca-Cola, other non-alcoholic beverage concentrates and syrups, and alcoholic beverages. Its stock is lis ...

, GE,

General Motors General Motors Company (GM) is an American Multinational corporation, multinational Automotive industry, automotive manufacturing company headquartered in Detroit, Michigan, United States. The company is most known for owning and manufacturing f ...

The Lego Group Lego A/S, also known as the Lego Group, is a Danish construction toy production company based in Billund. It manufactures Lego-branded toys, consisting mostly of interlocking ABS plastic and rubber bricks. The Lego Group has also built severa ...

Microsoft Microsoft Corporation is an American multinational corporation and technology company, technology conglomerate headquartered in Redmond, Washington. Founded in 1975, the company became influential in the History of personal computers#The ear ...

, Nestle, and

Shell Shell may refer to: Architecture and design * Shell (structure), a thin structure ** Concrete shell, a thin shell of concrete, usually with no interior columns or exterior buttresses Science Biology * Seashell, a hard outer layer of a marine ani ...

. It has 53 offices spread across 5 continents and CIS.

History

In 1973 when the company was established by Lee Byung-chul, the Korean entrepreneur who founded Samsung Group, the official name was Cheil Communications. It began conducting Korea's first nationwide lifestyle surveys in 1977; set up a joint venture with Bozell in 1989; and set up Hakuhodo-Cheil in 1999. The company changed its name to Cheil Worldwide in 2008. Cheil Worldwide opened its first international branch office in Tokyo in 1988 and established Cheil USA 4 years later. From the late 2000s, it began to acquire stakes in overseas agencies. It acquired a stake in London-based agency Beattie McGuinness Bungay in 2008 and New York-based digital shop, The Barbarian Group in 2009. In order to gain further foothold in the US and China, Cheil bought two more agencies in 2012, McKinney and Bravo Asia, respectively. Most recently in January 2019, it opened a new office in Buenos Aires, Argentine, increasing the company's global footprint to a total 44 countries. As of May 2019, Cheil has 53 offices and 9 affiliates across 44 countries. In November 2014, it announced that it had signed a deal to acquire a significant initial investment in the UK-based agenc
iris worldwide
The deal will potentially rise to 100% of the business over the next five years. In 2016, it acquire
Founded
a creative agency with offices in London and San Francisco. In December 2017, executive vice president Jeongkeun Yoo was appointed to president and CEO after the resignation of Daiki Lim. In June 2020, Cheil Worldwide has announced the purchase of ColourData, a social media data analytics company based in China. The Agency Network stated that the acquisition helps strengthen its data-driven marketing skills.

Subsidiaries

The Barbarian Group

Barbarian is an advertising agency specializing in digital and technology, headquartered in New York City, and now owned by Cheil Worldwide. It was founded in 2001 in Boston. Past campaigns include the Subservient Chicken for Burger King, Crystal Pepsi Returns, GE Droneweek, and the Reimagine VR Experience for Etihad. In late 2009, the company sold a majority stake to Cheil Worldwide, a publicly traded South Korean holding company. In 2010, Barbarian’s in-house team built

Cinder Cinder or Cinders may refer to: In general * Ember, also called cinder * Ash, also called cinder * Scoria, or cinder, a type of volcanic rock In computing * Cinder (programming library), a C++ programming library for visualization *Cinder, Ope ...

, an open source coding language for the creative community to program graphics, audio, video, networking, image processing and computational geometry. It was built for their Samsung Centerstage project, which allows consumers to interact with Samsung appliances in an immersive retail experience. Cinder won the inaugural Grand Prix for Innovation Lion at Cannes in 2013. In 2018 Barbarian reprogrammed an

Amazon Alexa Amazon Alexa is a virtual assistant technology marketed by Amazon and implemented in software applications for smart phones, tablets, wireless smart speakers, and other electronic appliances. Alexa was largely developed from a Polish speech s ...

Echo Show to act as a receptionist tool, and the developer team then open sourced the code for public use. The reprogrammed Alexa, renamed Barb, is used to help visitors search for, identify and communicate with employees in the office using their internal messaging tool, Slack. Barb was named one of Adweek’s Most Important Tech Stories of 2018.

Awards and recognition

Cheil's work for Tesco Homeplus won one Grand-prix and four Golds at the

Cannes Lions International Festival of Creativity The Cannes Lions International Festival of Creativity (formerly the International Advertising Festival) is a global event for those working in creative communications, advertising, and related fields. It is considered the largest gathering of the ...

in 2011 and the Digital Campaign of the Year at the South by Southwest Interactive (SXSWI) in 2012. Even after a year the campaign was launched, industry publication

AdAge A proverb (from ) or an adage is a simple, traditional saying that expresses a perceived truth based on common sense or experience. Proverbs are often metaphorical and are an example of formulaic speech, formulaic language. A proverbial phrase ...

hailed the Homeplus work as "the one with lasting impact you don't see with many other celebrated campaigns." A wider range of Cheil's works was recognized in 2012. Award wins include 12 Cannes Lions including 3 Gold and 1 Grand Prix at the Spikes Asia in which Simon Hong, Cheil's Executive Creative Director, presented a seminar session on "Nothing Ever Becomes Real Till It Is Experienced". He discussed about the brand experience for consumers and how important is creativity and technology. Earlier in the same year, Cheil partnered with

K-Pop K-pop (; an abbreviation of "Korean popular music") is a form of popular music originating in South Korea. It emerged in the 1990s as a form of youth subculture, with Korean musicians taking influence from Western Electronic dance music, danc ...

group

2NE1 2NE1 (, ) is a South Korean girl group formed by YG Entertainment in 2009. The group consists of Park Bom, Bom, CL (rapper), CL, Sandara Park, Dara, and Minzy. Known for their Experimental music, musical experimentation, fashion, and stage pre ...

to host a seminar at the Cannes Lions. The session was about how digital technology has driven the "

Korean Wave The Korean Wave, or ''hallyu'' (; ), is a cultural phenomenon in which the global popularity of South Korean popular culture has dramatically risen since the 1990s. Worldwide interest in Korean culture has been led primarily by the spread of K-p ...

"; how

K-pop K-pop (; an abbreviation of "Korean popular music") is a form of popular music originating in South Korea. It emerged in the 1990s as a form of youth subculture, with Korean musicians taking influence from Western Electronic dance music, danc ...

is taking over the world through digital and social media; and what it means for advertising. In 2013, The Barbarian Group, the American digital agency acquired by Cheil in 2009, won an Innovation Grand Prix at the Cannes Lions. The Bridge of Life won a Grand Clio award for Public Relations and two Gold and a Titanium at the Cannes Lions. Other recognition for the group include 2014 One Show - Intellectual Property, for CINDER, 2015 Crain’s New York Best Places to Work, 2017 10TH ANNUAL SHORTY AWARDS, Gold Distinction in Branded Series for GE Droneweek 2017, 2018 Digiday Worklife Awards, Most Innovative Culture, 2019 Shorty Awards, Gold Distinction in Youtube Presence for JBL Willdabeast campaign, 2019 Shorty Awards, Silver Distinction in Comedy Video for Solace “What Could Go Wrong” campaign, and 2019 One Show Merit Award, Moving Image Craft, Samsung Fine Art Everyday. At the Cannes Lions 2013, Cheil UK took one Gold and two Bronze for We are David Bailey campaign; German office's Free the Forced scooped one Gold, one Silver and four Bronze. Later in 2013 at the Eurobest, Simon Hathaway and Daniele Fiandaca from Cheil talked about the emergence of shopper marketing and what the rest of world can learn about the field from

. Cheil once again spoke at the Cannes Lions seminar in June 2014, with a guest speaker from

Samsung Electronics Samsung Electronics Co., Ltd. (SEC; stylized as SΛMSUNG; ) is a South Korean multinational major appliance and consumer electronics corporation founded on 13 January 1969 and headquartered in Yeongtong District, Suwon, South Korea. It is curr ...

. The seminar addressed how the age of mobile has fundamentally changed the way we live our lives, and how it has changed companies which have to market their products and services to this fast-changing generation of mobile. In 2015, Cheil won 10 Cannes Lions including one Gold, three Silver and one Bronze for the Look At Me campaign. Look at Me campaign also won 2 Grand Prix at the Spikes Asia. Peter Kim, Cheil's Chief Digital Officer, spoke to the audience at the Cannes Lions seminar, and provided ten insights into things that will change in social media over the next decade. In 2016, Cheil Worldwide Spain took one Gold and one Bronze for Blind Cap campaign at Cannes Lions. Also, Cheil and guest speaker from KT drew attention to the enormous change that Internet of Things will bring to marketing - diversifying into completely individualized, independent brand experiences for each consumer. In 2017, iris Worldwide won one Silver and four Bronze for adidas Glitch campaign at Cannes Lions. Cheil hosted two seminars partnering with CJ E&M. The first session, with South Korea's famous TV producer Yungsuk Nah and actor Seojin Lee, Cheil talked about the 'power of boredom’ that's widely taking place beyond TV shows to other different areas including advertising, film and gaming. The second session, with YG Entertainment USA, Cheil shared insights into the rise of KPOP and the KPOP lifestyle.

References

External links