Cheil Communications

Cheil Communications

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 globalization and growth of the company, specifically in the overseas markets.

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 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.



The Samsung Group (Korean: 삼성그룹) is a multinational conglomerate corporation headquartered in Samsung Town, Seoul, South Korea. It is South Korea's largest chaebol and is the world's largest private conglomerate by revenue with an annual revenue of US $172.5 billion in 2009.


In 1938, Lee Byung-chull (1910–1987) of the large landowning family in the Uiryeong county came to the nearby Daegu city and founded Samsung Sanghoe (삼성상회), a small trading company with forty employees located in Su-dong (now Ingyo-dong). It dealt in groceries produced in and around the city and produced noodles itself. The company prospered and Lee moved its head office to Seoul in 1947. When the Korean War broke out, however, he was forced to leave Seoul and started a sugar refinery in Busan as a name of Cheil Jedang. After the war, in 1954, Lee founded Cheil Mojik and built the plant in Chimsan-dong, Daegu. It was the largest woolen mill ever in the country and the company took on an aspect of a major company.

Samsung diversified into many areas and Lee sought to establish Samsung as an industry leader in a wide range of enterprises, moving into businesses such as insurance, securities, and retail. Lee placed great importance on industrialization, and focused his economic development strategy on a handful of large domestic conglomerates, protecting them from competition and assisting them financially. He later banned several foreign companies from selling consumer electronics in South Korea in order to protect Samsung from foreign competition.

In the late 1960s, Samsung Group began the electronics industry. It formed several electronics-related divisions, such as Samsung Electronics Devices Co., Samsung Electro-Mechanics Co., Samsung Corning Co., and Samsung Semiconductor & Telecommunications Co., and made the facility in Suwon. Its first product was a black-and-white television set. In 1980, the company acquired Hanguk Jeonja Tongsin in Gumi, and started to build telecommunication devices. Its early products were switchboards. The facility were developed into the telephone and fax manufacturing systems and became the centre of Samsung's mobile phone manufacturing. They have produced over 800 million mobile phones to date. The company grouped them together under Samsung Electronics Co., Ltd. in the 1980s.

In the late 1980s and early 1990s, Samsung Electronics invested heavily in research and development, investments that were pivotal in pushing the company to the forefront of the global electronics industry. In 1982, it built a television assembly plant in Portugal; in 1984, a plant in New York; in 1985, a plant in Tokyo; in 1987, a facility in England; and another facility in Austin in 1996. In total, Samsung has invested about $5.6 billion in the Austin location – by far the largest foreign investment in Texas and one of the largest single foreign investments in the United States. The new investment will bring the total Samsung investment in Austin to more than $9 billion.

Samsung started to rise as an international corporation in the 1990s. Samsung's construction branch was awarded a contract to build one of the two Petronas Towers in Malaysia, Taipei 101 in Taiwan and the Burj Khalifa in United Arab Emirates. In 1993, Lee Kun-hee sold off ten of Samsung Group's subsidiaries, downsized the company, and merged other operations to concentrate on three industries: electronics, engineering, and chemicals. In 1996, the Samsung Group reacquired the Sungkyunkwan University foundation.