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Cheil Communications



Cheil Communications Inc. is a global marketing and communications company headquartered in Seoul, South Korea. It is South Korea's largest advertising agency and was ranked 18th in the world by Advertising Age in 2005. Cheil offers a wide portfolio of marketing communications services including advertising, PR, 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 regular trend reports on the South Korean advertising industry. The current president and CEO of Cheil Communications (as of August 2006) is Bai Dong-Man, who is also chairman of the Korea Association of Advertising Agencies.


 


Cheil is an affiliate of the Samsung Group, South Korea’s largest conglomerate, and acts as the worldwide agency-of-record for other group affiliates, such as Samsung Electronics, Samsung SDI, Samsung Fire and Samsung Life. In recent years, Cheil has acquired a growing number of non-Samsung clients, including Korea Telecom, KTF, S-Oil, CJ Corporation, GM Daewoo and Ssangyong Motor Company. Cheil also provides marketing communications services for multinationals with operations in the South Korean market, such as GlaxoSmithKline, Outback Steakhouse and Dunkin Donuts.


 


In 2005, Cheil registered total consolidated billings of 1.7 trillion won, while its net profit reached 53 billion won.


History

    * 1973: Cheil Communications Inc. established


    * 1987: Becomes first South Korean advertising agency to win a Clio Award


    * 1988: Opens first overseas branch office (in Tokyo)


    * 1992: Cheil Communications America Inc.[3] established, with headquarters in New York


    * 1997: Wins Gold Lion award at the Cannes Lions International Advertising Festival


    * 1998: Listed on the Korea Stock Exchange (KE: 030000)


    * 2002: Annual consolidated billings exceed 1 trillion won


    * 2004: Selected by Asiamoney as “Korea’s Best Managed Companyâ€


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 rapidly expanded its global network from 12 overseas offices in 2001 to 25 in 2005. 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%. As part of this global transformation, more than 400 of Cheil’s approximately 1,100 professionals now work at branch offices outside of South Korea. As of August 2006, Cheil had 28 branch offices in 21 countries.


Major projects

Internationally, Cheil has carried out a number of high-profile communications campaigns for Samsung Electronics, including the “Imagine†branding campaign spanning 80 countries. It also provides extensive 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 major sports marketing push by Samsung.


 


Within South Korea, Cheil has developed a long list of landmark campaigns, including the first South Korean advertisement to feature a celebrity from North Korea. In 2002, it organized 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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