Cheil Global Network is rolling out its “The Network Built for Now” positioning across its entire network.
The new identity, developed by London-based design consultancy johnson banks, reflects Cheil’s growth as a network of specialist agencies, that embody both the entrepreneurial spirit of its origins in Seoul and its place in the Asian tech revolution.
Cheil’s new positioning is also designed to convey that the network is the youngest in the communications business, configured to meet current clients ever changing needs rather than conforming to a 20th Century network model, built through geographic replication and broadcast media needs.
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 specialisms, something Cheil says is inevitable given the ever changing nature of how 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. The new positioning also reflects the continuing evolution of the Cheil network, following the acquisitions of McKinney, The Barbarian Group, BMB, MDLab, Pengtai, BravoAsia and iris.
Cheil’s positioning is intended to strengthen the network’s reputation for specialisms in brand communications, retail, innovation, social and design. 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.
Aaron Lau, the President of International at Cheil Global Network, said: “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.”
Chris Chalk, the Global Chief Strategy Officer at Cheil Global Network, said: “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.”
Malcolm Poynton, the Global Chief Creative Officer at Cheil Global Network, said: “The industry is obsessed with getting to grips with technology and the optimisation of everything. We’re fortunate to have technology in our DNA allowing us to be obsessed with creating Ideas that Move people and in return, our clients’ businesses. The collaboration between our specialisms means we’re always finding innovative ways to do this”.
