Cheil Worldwide, a privately owned company headquartered in South Korea, was founded in 1973. With approximately 2,980 employees, the company specializes in providing advertising services. Operating in 45 countries, its global network encompasses entities such as Cheil Worldwide, Barbarian, BMB, Cheil Centrade, Cheil PengTai, ColourData, Experience Commerce, Iris, McKinney, and One RX.
Samsung Australia restructured its agency ecosystem on July 3, 2026, appointing Publicis Groupe as its new media agency after a competitive review. Samsung concurrently reaffirmed its long-standing confidence in Cheil, retaining the agency's creative responsibilities and significantly broadening its creative remit to make Cheil its sole creative partner in the Australian market. This decision follows incumbent agency Clemenger BBDO not advancing to the final review round. Earlier, on July 2, 2026, Cheil India named Shruti K. Katoch Dhadwal as its new General Manager Strategy for Consumer Electronics, tasking her with leading the strategic mandate for Samsung's consumer electronics portfolio. On the same day, Cheil India appointed Mandeep Aarya as ATL Buying Lead for Samsung, bringing in the media investment professional after his tenure at NDTV, iProspect, and Dentsu Media.
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