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Cheil revamps Greater China offering

Cheil Worldwide boss Nack-Hoi Kim and Cheil Bravo-Asia boss Aaron Lau at signing ceremony last year

Cheil Worldwide CEO Nack-Hoi Kim and Bravo-Asia founder Aaron Lau at signing ceremony last year

Advertising agency Cheil has revamped its Greater China operations to mark its 40th birthday.

The Seoul-headquartered agency is to focus on three core competencies – creativity, digital and retail.

Cheil China and Bravo-Asia, the boutique agency acquired by Cheil in August last year as part of the Korean network’s first major move into China, will take the lead on brand advertising. Cheil Open Tide is the network’s digital offering while Cheil Retail will handle retail marketing.

Aaron Lau, the former Asia chairman of DDB, founder of Bravo-Asia and now Cheil Greater China boss, explained in a press release: “With the combination of Cheil Greater China’s capabilities, we have been able to create an exceptionally strong integrated marketing company providing solutions and ideas for clients who are want the best know-how and experience.”

Cheil Greater China has around 1,000 staff and clients including Minute Maid, 3 mobile network, Moet Hennessy Asia Pacific, New Balance Asia Pacific and Samsung, the agency’s founding client.

Lau added: “It is fantastic to be part of Cheil’s 40 anniversary this year. Looking forward, we see that our future growth will be based on three core competencies; creativity, digital expertise and retail marketing, and we are pushing hard to further strengthen these areas in the Greater China region. We are fully equipped to take on new opportunities as they come.”

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