Cheil Global Network has donned a new positioning to reflect its evolution as a network of specialist agencies that embodies both the entrepreneurial spirit of its origins in Seoul and its place in the Asian tech revolution. The new positioning also reflects the expansion of the Cheil Network, following the acquisitions of McKinney, The Barbarian Group, BMB, MDLab, Pengtai, BravoAsia and iris.
Developed by London-based design consultancy Johnson Banks, the new positioning, ‘The Network Built for Now’, has been rolled out to Cheil’s entire network including the Middle East region. The objective of the change is to convey that the network is the youngest in the communications business, configured to meet marketers’ ever-changing needs rather than conforming to a 20th Century network model, built through geographic replication and broadcast media needs.
“We’re lucky enough to be building the first network built for now. That means we’re not encumbered by where the industry has been or sustaining hundreds of traditional offices. Instead, we can focus on what clients need in this day and age,” said Aaron Lau, President, International, Cheil Global Network.
The ‘Network Built for Now’ identity is designed for the digital age. It animates to reveal the specialist agencies within the global network before resolving with the positioning statement. It’s also intentionally designed to accommodate future specialist skillsets, something that Cheil says is inevitable given the manner in which people engage with brands.
Inspired by the Korean word ‘tu:hon’, which has no direct translation to English, but embodies an entrepreneurial spirit and leadership that exists in each of Cheil’s agencies. Cheil’s positioning is intended to strengthen the network’s reputation for specialists in brand communications, retail, innovation, social and design.
“The ability to create, embrace and exploit change will define success, or failure, for all brands and businesses in the future. Our business is no different and we are purpose built for change,” added Chris Chalk, Global Chief Strategy Officer, Cheil Global Network.
Recent innovative work from across the network includes, ‘GE’s real-time Periscope campaign ‘Drone Week’, LatinStock ‘Animal Copyrights’, Samsung’s ‘Look at Me’ mobile app for Autistic children, and the retail game changer ‘Match’ that brings life size, hi-definition product interaction to life in mainstream retailers such as Home Depot, Lowes and more.
