| Cheil Worldwide | |
|---|---|
| Korean name | |
| Hangul | 제일기획 |
| Hanja | 第一企劃 |
| Revised Romanization | Jeil Gihoek |
| McCune–Reischauer | Cheil Kihoek |
Cheil Worldwide Inc., is a global marketing and communications company headquartered in Seoul, South Korea.[1] 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. [2]
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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.
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 Olympic 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.
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