Cheil Europe Restructures with Data-led CX Focus

In London, marcoms business Cheil Europe its relaunching its agency model, with a focus on customer experience (CX) and the launch of five data-driven disciplines and divisions.

Cheil Europe is a subsidiary of Samsung Group-owned marcoms network Cheil Worldwide, which offers a full portfolio of services such as advertising, customer intelligence, and consumer and retail innovation and planning. In Europe, the restructure aims to help clients develop 'better customer experiences based on real insight and data'. As part of this move, the agency has launched a centralised Customer Intelligence unit offering digital analytics, insights and planning, from London and Bucharest, to analyse web, retail and mobile behavioural data for all European markets. In addition, Cheil has launched a European nearshore-onshore data and analytics service, providing real-time intelligence at scale; and is recruiting specialist staff for it.

Other new divisions are: Platform Connections, which includes strategic and operational partnerships with Samsung and Adobe across European markets; Creative Experience and Content, with a dedicated team delivering frameworks and digital experiences through an in-house production studio; Personalisation and Contextualisation, with a team focused on personalising the customer experience across paid and owned platforms; and Omni-channel Experience, providing consumer and retail channel planning expertise with insights and tools.

Kevin Park (pictured), CEO & President of Cheil Europe, comments: 'Our new positioning and management team structure answers the toughest challenge our clients face. They want us to deliver a rich and fulfilling customer experience with data and insight supporting every step of the customer journey. We can now truly deliver platform driven digitally connected experiences unlike anyone else in the industry'.

Web site: www.cheil.london .