For 46 odd years, Cheil has been setting the pace of the Korean advertising sector and beyond by creating groundbreaking work and leading the way in terms of creative innovation. The agency's jaw-dropping case studies resonate all across the world for their uniqueness and creativity, and when you look at more local offices, the work of teams such as the one in Central America is by no means inferior.
Not too long ago, we featured on these pages the beautiful Nature of Plastic campaign, a stunning initiative for Greenpeace raising awareness of the impact of single-use plastics in Central America. Since then, Cheil has continued to raise the bar in terms of quality and creative approach to advertising, forging ahead and pushing through even the most relentless barriers of a global pandemic crisis.
For this Company Spotlight, we are learning more about the story of a much unique creative and advertising agency from Central America, following a chat with Creative Director Mariana Peluffo.
How was your company born, and where are you based?
Cheil Worldwide is a living history of the Korean advertising industry. It has constantly been breaking new ground with its innovative attempts and has set the Korean advertising industry's pace over the past 46 years.
Cheil Central America was founded in 2011 in Miami, Panama office in 2012 and Guatemala office in 2014.
What was the biggest challenge to the growth of your company?
I joined Cheil Central America in December 2020 to lead the creativity department just a few months before the pandemic. Our goal is to promote creative value in our daily works and identifying opportunities to develop quality communication pieces that could participate in Advertising festivals.
Which was the first huge success that you can remember?
In just one year, we have achieved several milestones. If I have to choose one, probably "The Nature of Plastic" campaign for Greenpeace genuinely reflects the new path the Creative department of the Agency has taken.
What's the biggest opportunity for you and your company in the next year?
The most significant opportunity is to consolidate our new role as a leading agency in the region, offering two strong abilities in one office: creativity and consulting services.
Can you explain your team's creative process?
The traditional creative structure changed. Working from home forced us to think differently, disrupting the creative process we used to have before the pandemic. From our homes, we still worked as a team, sharing ideas and projects online.
How does your team remain inspired and motivated?
We live in uncertain times, and creativity has kept the team motivated and supported. Cheil Central America is now part of the Global Creative Council. Participating in the "60 Days Challenge" (Cheil inner creativity competition) drives us to keep thinking about innovative ideas. Sharing them with the rest of the offices and having their feedback was very powerful and constructive.
How has COVID-19 affected your company?
In Cheil Central America, we weren't used to working remotely. We had to find different ways to keep our operation effective and keeping all connected. Before the pandemic, the discussions used to be more individual. Since the first week of the pandemic, we started having daily meetings in group conferences. It was an excellent opportunity to share work with all the team members and ask for their opinions, even if they weren't initially part of the project.
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
When I started working in advertising, my heroes in the industry were the most famous creatives or artists in the local market and the world. These days, it is much easier to connect with artists, illustrators, photographers, and creatives from any country, even with professionals who are not famous or are starting their careers. Inspiration is more accessible and diverse.
What is one tip that you would give to other aspiring creatives looking for work?
It is crucial to work in a place where you feel identify with the company culture and admire its people. If that doesn't happen, you must move. The first work experiences determine our professional bases.
What's your one big hope for the future of the industry?
As a whole industry, we have the challenge to bring the best talent back to Advertising. Our business has lost its advantage when it comes to talent; talent has gone to other industries.
Do you have any websites, books or resources that you would recommend?
If I have to search for trends in design, art and photography, my primary source is thisiscolossal.com. For writing, I always get inspired by Charles Bukowski poems, Paul Auster and Sallinger storytelling.
