Cheil Communications, a leading ad agency in Korea. has been implementing successful marketing strategies in the following three areas: (1) total strategic planning that maximizes clients` brand equity; (2) distinctive creative strategies that increase viewer acceptance with outstanding artwork; and (3) media planning and execution strategies based on systematic consumer research. This case demonstrates how Cheil Communications has empowered the clients` brands in the ever-changing marketplace, reinventing itself as a prominent global agency for the future.
Lee, Eun Ju; Yoo, Chang Jo; and Han, Sang Lin
"통합적 브랜드 전략과 창의적 미디어 솔루션을 조화시킨 마케팅 커뮤니케이션 선도기업,"
Asia Marketing Journal: Vol. 8
, Article 6.
Available at: https://amj.kma.re.kr/journal/vol8/iss3/6