Agency founded in South Korea in 1973 has been operating in the Brazilian advertising market for two decades, focusing on resilience and business effectiveness
Cheil was created by Lee Byung-Chul, founder of Samsung, in South Korea, in 1973. From the house agency of the largest electronics company in the world, number 1 – meaning the name Cheil in Korean – took on a life of its own, and today It has 45 offices around the world, with a total of 6.5 thousand employees.
In Brazil for 20 years, the operation led by chief operations officer (COO) Tatiana Pacheco hosts a total of 400 professionals committed to making boldness and innovation the fuel for new marketing solutions.
Our work goes beyond the Creative technology signature. We add intelligence to connect to the client’s business, with our own models and speed. I have a mix, of house combined with the creative side, defines Tatiana, who sees in Cheil the possibility of delivering truly integrated communication. It always challenged me, she recalls.
Activation, events, games, live shopping, 3D studio and retail – from store construction and point of sale material to salesperson training – shake up the work routine beyond conventional projects, signed by a team driven by resilience. Increasingly integrated journeys use marketing automation to guarantee results for customers. a unique ability to deliver, argues Tatiana.
Sul-Korean culture
Over the past three years, the agency has worked to integrate disciplines into practice, and the goal is to consolidate this strategy in 2024. South Korean culture helps in the journey towards business efficiency. A year ago, the agency did not have a 3D production structure. Today, it has a complete studio.
The same happened with the setting up of a proprietary live shopping operation. We are implementing new fronts according to the customers’ business needs, transcending the demand that comes only from communication, points out Tatiana.
Effective learning. It starts with identifying an opportunity that is put into practice, tested and subsequently improved. The South Korean is tireless in the search for improvements, not because the project is bad, but because they are always open to new solutions, an attitude already ingrained in the Brazilian operation, guarantees Tatiana.
Resilience is one of the main intrinsic characteristics of the Cheil team, which takes care to ensure a healthy environment, favorable to innovation and talent development.
Gesture
The operating model combines human contact, integration and efficiency with the freedom to work remotely when necessary. In July, the agency moved from Vila Olmpia to Chcara Santo Antnio, a neighborhood in the South Zone of São Paulo.
Now, we are on the same floor, in a space with capacity for almost 200 people on a rotating basis. less about the structure divided by area and more about the counter profile, compares Tatiana Pacheco. The hybrid work format, with alternating rotation between some departments. Leaders work in person daily.
Integration gains importance by accommodating the interests and pointing to the development of new generations. Young people have learned to work very well alone, but they still need to understand how to work as a team. This collaboration, the feeling of belonging to a group, needs to be improved among young people, says Tatiana.
Promoting female leadership is another aspect of work management. There are many prejudiced stereotypes attached to the image of South Koreans. But there’s nothing I’ve asked for in the last three years that they haven’t responded to, confesses the agency’s COO.
Read the full article in the printed edition of November 27th.
