Cheil Communications Introduces a New Vision and Slogan - Passion for Ideas

This year, CEO and President of Cheil, Mr. Kim, announced a new vision and slogan for Cheil that has enormous potential to provide clients with creative business solutions above and beyond the normal offering of traditional ad agencies. After conducting research throughout the network, the new slogan was developed based on the people, passion and purpose of the organization.

In this day and age, competition as a term seems so soft and trite. The marketing environment today looks more like a war zone, a perpetual stream of attacks between businesses and consumers and vice versa.
And consumers have the upper hand, the means, and the power to determine the success of our clients’ products. And clients thus demand more – bigger, smarter, successful ideas. So, to provide Cheil’s clients with the value needed to engage the market more effectively, Cheil Communications has taken a step
backward to assess the battleground, and made a leap forward to redefine its value to clients.

Cheil Communications: Passion for Ideas

This slogan is based on the principle that our purpose is to create ideas that work for our clients. Ideas that are relevant and bring about a desired change among our clients’ target consumers. Ideas that impact our clients’ businesses. But every agency has “ideas” as a core value. So what makes a Cheil idea different? By better understanding our clients’ needs, the macro and micro environments of the business and categories, and attitude and behavior of consumers, Cheil develops compelling insights that deliver “activating ideas”. These ideas engage and elicit desired consumers to add value to our clients’ bottom line. Ideas that have spirit. Ideas that are driven by energy and enthusiasm. Searching continuously for ideas that have never been done. Supported by the pragmatism of professionalism and the responsibility of implementing these ideas.

Idea Engineering

To live this spirit of passion for ideas, a new process and way of working has been created – Idea Engineering. To be an Idea Engineering company, we harness the power of collaboration by restructuring
the way we work. We remove barriers that impede free thinking and limit richer ideas. The passion of our people invigorates the way we think.

Our new vision requires that we re-examine thinking (ideas for the sake of ideas) vs. acting (ideas for creating value). Our focus will be on creating and activating specific and well thought out ideas, thereby
bringing new value for our clients.

We are a company of idea engineers who work with our clients to develop ideas that are fresh, startling and activated for success. With this new vision we will harness the power of collaboration – the passion of our people and the precision of the engineer – to develop and implement ideas that engage customers at all points of contact, with the express purpose of changing attitudes and behavior to impact our clients’ ongoing business success.

Mark Kronnenberg, Director,
Integrated Solutions Group, Cheil, NAHQ