Ideas that Move

70s 1973 제일기획 established in January 1974 Took the leader s position in domestic market 1979 Published the Advertising Year Book 80s 1984 Published the Media Guide book 1988 Opened the first overseas office in Tokyo, Japan 1989 Established a joint venture with Bozell (Cheil-Bozell Corp.) 90s 1990 Set up Cheil Marketing Research Center 1992 Established Cheil Communications America Inc. 1995 Global Division launched in Cheil 1998 Listed on Korea Stock Exchange 00s 2000 Established a JV with Hackuhodo / Set up Cheil Brand Marketing Institute 2002 Achieved billings of 1 trillion KRW (USD 1Billion) 2007 Achieved billings of 2 trillion KRW (USD 2Billion) 2008 Acquired UK based creative agency BMB (49% stake) 2009 Acquired US based digital agency The Babarian Group (75% stake) 10s 2011 Launched start up agency Herezie in Paris, France No.1 in Korea & 17 th largest total marketing communication group in the world

2012 by

Share of Global Business by Gross Income / Employee Unit: Million in USD / Person 1865(954) 1580 (897) Cheil Total 1114 (490) 399 433 Cheil Global HR (Global incl. NW) 748 (112) 202 109 33 91 233 255 Samsung 84% Non-Samsung 16% 2000 2005 2010 2011

Europe CIS M.E. Asia S.W. Asia China S.E. Asia Americas UK Germany France Austria Italy Spain Netherlands Poland Russia Ukraine UAE Turkey South Africa India China -Beijing -Shanghai -Guangzhou Hong Kong Singapore Thailand Vietnam Philippines Australia Taiwan Japan US -New York -Dallas -Miami Canada Mexico Brazil

- Integrated marketing services provided in global markets Event Experience Marketing Sports Marketing Exhibition Retail Integrated Marketing Services Marketing Strategy Digital Media Creative

<First Phase of Brand Strategy Platform> Target Brand Essence Brand Positioning Brand Slogan Sensible brand buyer Wow, Simple, Inclusive (Provide digital technology for people) Make life easier, richer (Provide functional convenience) SAMSUNG DIGITall, everyone s invited

1. Global Projects for Samsung Samsung Global Brand Story (2/9) 1999 Highlight Samsung s digital products. They imply that Samsung s products have the capability to provide a better experience to people in all walks of life. 2000 Leverage the Olympics by featuring digital life with Samsung products. Integrated benefits of Samsung digital products are realized. 2001 The Manifesto campaign focused on visual differentiation and aimed at creating buzz thus, increase brand awareness

1. Global Projects for Samsung Samsung Global Brand Story (3/9) 2002 DigitAll concept was applied to all campaigns and advertising, and it highlighted SAMSUNG s strengths in Digital Convergence. 2003 In 2003, new entertainment tools adopted. In 52 countries, utilizing the movie Matrix, holistic marketing campaign, including TVC & Print ad, event (exhibition, road show, etc), product launching event, promotion (gift, ticket give-away), on-line ad were executed. This aimed at maximizing buzz and online traffic.

1. Global Projects for Samsung Samsung Global Brand Story (4/9) <Second Phase of Brand Strategy Platform> Target High Life Seeker Brand Essence Designing Sensational Technology Brand Positioning i i Unlimited i Living i Brand Slogan None (Campaign theme Imagine in consumer communication activities)

1. Global Projects for Samsung Samsung Global Brand Story (5/9) 2005 With the tagline of With SAMSUNG, it s not hard to imagine, i Ads show engaging stories centered around SAMSUNG products that are optimistic and inspiring Mobile Phone FP TV 2006 Inherited Imagine campaign. Campaigns highlighted the benefits of SAMSUNG product in everyday life and also enhanced emotional connection (Human, Sense of humor) with target customers Mobile Phone FP TV 2007 The ads focused more on the design and innovative part; imaginative and stylish tonality carries the brand personality Communicated High-life Seekers value and built strong connection under the campaign idea, Imagine Mobile Phone FP TV

1. Global Projects for Samsung Samsung Global Brand Story (6/9) Third Phase of Brand Strategy (From 2008 ~ ) The third phase of brand strategy is re-designed to strengthen emotional bond with consumers by introducing a Samsung marketing framework and finally to become a globally loved, an iconic brand. SAMSUNG redefined the brand target customers as Young Minded Consumers who show high CE purchasing power and technology adoption. Samsung tries to establish brand equity based upon Samsung brand DNA of Imagination. and through the campaigns, Samsung tries to deliver a differentiated brand story, Where passion meets imagination. 2008 Emphasized minimalistic design & magical touch Keypad. Multiple functions wrapped in a beautiful package. The communication idea was Imagination Lives in Beauty Mobile Phone Soul Communicated its crystal design finish under the creative idea of a television inspired by art Strong appreciation for design, and are drawn to design that is unique and different FPTV Series 6

1. Global Projects for Samsung Samsung Global Brand Story (7/9) 2009 Samsung LED TV Campaigns 2009 Samsung Mobile Ultra Touch Campaigns

1. Global Projects for Samsung Samsung Global Brand Story (8/9) 2010 Samsung Mobile Campaigns < Wave > < Galaxy S > < Champ >

1. Global Projects for Samsung Samsung Global Brand Story (9/9) 2011 Premium Print Campaign 2011 AllShare Concept Video

1. Global Projects for Samsung SAMSUNG.COM (2007 ~ ) Operation and developing Global Samsung.com web site - 63 countries / 73 sites -OMC service Operation service : WDO, Training, Guideline Contents service : OCO,CoE Analytic service : Omniture Projects : Samsung.com mobile web PJT, Samsung.com Phase 3.0 PJT, Web Accessibility PJT etc. - Samsung com Phase 3 0 - Samsung.com Phase 3.0 More optimise to local market : Module components, module library etc. More friendly to customer : SNS (facebook, twitter etc.) usage, Article component etc.

Cheil has been SAMSUNG Electronics Olympic marketing partner since the 1998 Nagano Olympic Winter Games to recent 2008 Beijing Olympic Games and 2010 Vancouver Winter Olympic Games. Over the 20 years, Cheil has managed holistic Olympic marketing activities including advertising campaigns, managing Olympic Torch Relay, setting up the Olympic Rendezvous @ SAMSUNG and hospitality programs for VIPS and SAMSUNG dealers around the world. < Innsbruck 2012 Youth Olympic Games > < Beijing 2008 Olympic Games > < Vancouver 2010 Winter Olympic Games >

< NY Times Square LED Screen> To sustain SAMSUNG s global leadership, the company needed premium brand exposure at all times. Cheil instituted a continuing program of outstanding outdoor advertisements in the world s major cities including New York, Tokyo, Beijing, Hong Kong and London.

Exhibition (2011) CES (Las Vegas) ISE (Amsterdam) MWC (Barcelona) Climatizacion (Madrid) CTIA (Orlando) P&I (Seoul)

PR Event & Hospitality Europe/CIS Latin China SEA MENA SWA Africa

PR Event & Hospitality 2011 Unpacked Episode 1 / Barcelona 2011 Unpacked Episode Special Edition / Orlando

Galaxy Note Studio With S El t i Ch il W ld id t d th S GALAXY N t St di t CES 2012 th ld With Samsung Electronics, Cheil Worldwide executed the Samsung GALAXY Note Studio at CES 2012 the world s largest consumer electronics trade show in Las Vegas, USA, and MWC 2012 the world s largest mobile trade show in Barcelona, Spain, attracting more than 5,000 visitors a day. The promotion has been considered to be a major success, mixing the latest digital technology of the GALAXY Note smart phone with analog sensitivity and providing a unique product experience to customers. Guidelines for a global campaign have been published in March of 2012 and the promotion has been expanded to 82 countries worldwide, in 495 cities and in over 2,000 locations. The Samsung GALAXY Note Studio gives consumers the opportunity to experience the product s unique sales points hand-on, resulting in strong impressions and also maximizing product sales.

Premium Brand Shop Moscow UK Westfield Stratford

Chelsea FC in the English Premier League is the ultimate team for many soccer fans. People call the team a moving billboard. To maximize brand exposure in European markets, Cheil helped SAMSUNG Electronics arrange the contract to be an official sponsor of Chelsea FC for four years from June 2005 to May 2009. After the signing, Chelsea FC played a friendly match with a Korean professional soccer team and held a press conference. Such events have made a lasting impact on fans of the team in Europe, Korea and around the world.

2. Global Projects for other clients Hankook Tire is one of the world s largest and fastest growing tire manufacturer and Cheil Worldwide has been an agency of record since 2008. Since then, Cheil has created and executed many successful global campaigns and regional campaigns. Also, Cheil executed various promotion events. <Hankook Tire Global TVC> Be One With it <China Campaign> Globally Proven

KTO is a government-invested corporation responsible for domestic & foreign tourism industries of Korea. Cheil has been a agency of the record since 2008 and executed many global campaigns & regional campaigns. In 2010, Cheil has acquired the account without a pitch for the first time in KTO s agency operation history. < 08 Japan campaign: micro site & print > < 09 China campaign: micro site & print > < 2010 Oversea TVC & Prints >

GM Korea is the third largest motor company after Hyundai and Kia Motors in Korea. Cheil Worldwide has won the GM Korea account in 2011, handling all nameplate marketing for the Korean market. Based on the campaign quality and performance, Cheil Worldwide have been invited to the Chevrolet global creative agency pitch. 2011 Campaigns 2012 Campaign Alpheon Malibu Alpheon Malibu Chevrolet Brand Campaign

Contents

1 Strategy Planning & Creativity Center 2 2 One Stop BTL Solution Provider 3 Sports Marketing Specialist 3 4 Innovator in Interactive Biz

Global Brand Management Regional Strategy Planning Local (Product) Campaign Global Brand Campaign Development Global Brand Campaign Management Media Management Regional Brand Campaign Development Build Regional Marketing Platform Local Product Campaign Sales Promotion Campaign

OOH Event Sales Promotion Digital OOH Landmark OOH 3D Hand Landmark Transportation Product Launching Dealer Event Hospitality Consumer Engagement Co-Op Promotion Exhibition Retail CES, PMA, CTIA, etc (USA) IFA, CeBIT, etc (Germany) ISE, Photokina, MWC, etc Flagship Store Shop Identity Program Smart Shop Display

Global the Official Partner of Olympic Games Europe America Asia Africa / MEA 2010 Vancouver 2012 London Olympic Games Olympic Games NFL Chelsea Sponsorship Samsung World Championship Blue Medal Sponsorship 2010 Guangzhou Asian Games 2010 Singapore Youth Olympic Games Asia Amateur Golf Championship IAAF Africa Cup of Nations

SAMSUNG.com Interactive Campaign Build and Manage Global Integrated Web Site - SAMSUNG.com Product Launch Micro Site / Web Site Banner Ads SNS

SEA 6% China 10% CIS 5% L. America 4% MEA 4% SWA 4% HQ 20% Europe 33% N. America 15% (Unit: USD K ) RHQs Revenue HQ 32,619 North America 23,687 Europe 53,837 CIS 7,782 China 16,268 SEA 10,022 SWA 6,455 Latin America 5,729 MEA 5,850 Total 162,615 * * Including HQ&RHQ related revenue

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