The strategic transformation of advertising agencies in the digital era : the case of Cheil Worldwide in Korea
Name
921178299-MIT.pdf
Description
Full printable version
Size
5.08 MB
Format
Adobe PDF
Checksum (MD5)
12317c1fb644b650bf6ea52d2548f1cf
Author(s)
Yang, Hye Sung (Hye Sung Hazel)
Advisor(s)
Juanjuan Zhang.
Date Issued
2015
Publisher
Massachusetts Institute of Technology
Abstract
Cheil Worldwide is the number one marketing and advertising agency in Korea. Throughout its history, it heavily relied on its parent company and major client, Samsung and on traditional media advertising for its revenue. However, as the digital medium has become an important platform for the advertising industry, Cheil Worldwide is facing strategic challenges in this field. Cheil Worldwide needs to break out of its domestic boundaries and adapt into the digitalized industry and seek competitive advantage over its competitors. This thesis analyzes the strategic changes that other leading advertising agencies have made and makes recommendations for Cheil Worldwide to map its future path and recreate the value positioning of the company. Cheil Worldwide can strengthen its position globally and use this study to plan for its growth. It will specifically answer the question: "Will Cheil Worldwide survive in the digitized advertising industry?" by comparing leading advertising agencies with Cheil Worldwide and highlight issues dealing with digital agencies.
Description
Thesis: S.M. in Management Research, Massachusetts Institute of Technology, Sloan School of Management, 2015.
Cataloged from PDF version of thesis.
Includes bibliographical references (pages 46-49).
Subjects
Sloan School of Management.
MIT Department
Sloan School of Management
Terms of Use
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