2026-09-20T17:52:30Zhttps://dspace.mit.edu/server/oai/requestoai:dspace.mit.edu:1721.1/989872022-01-13T07:54:52Zcom_1721.1_7582com_1721.1_7581col_1721.1_131023
Juanjuan Zhang.
Yang, Hye Sung (Hye Sung Hazel)
Sloan School of Management.
Sloan School of Management
2015-09-29T18:56:57Z
2015-09-29T18:56:57Z
2015
2015
http://hdl.handle.net/1721.1/98987
921178299
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).
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.
by Hye Sung (Hazel) Yang.
S.M. in Management Research
49 pages
eng
Massachusetts Institute of Technology
M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.
http://dspace.mit.edu/handle/1721.1/7582
Sloan School of Management.
The strategic transformation of advertising agencies in the digital era : the case of Cheil Worldwide in Korea
Thesis
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<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.</Abstract>
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