Cheil global chief strategy officer Bruce Haines to leave after five-year stint

Bruce HainesBruce Haines, who was behind the opening of the Australian office of Korean ad agency Cheil last year, is leaving the network.

The global chief strategy officer, who has helped build Cheil into a network of 54 offices in 29 markets around the world, will depart the Seoul-based agency in April – exactly five years since he joined.

Haines joined with a remit to build a network not exclusively wedded to Samsung, a client Cheil was originally set up to service in 1970s.

Dai-ki Lim, president and CEO of Cheil Worldwide told Mumbrella in a statement: “Bruce has successfully helped Cheil Worldwide to become a global player. Cheil Worldwide truly appreciates the significant part he has played in making the agency the successful company that it is today. We wish him the best in his future endeavours.”

When Haines was in Sydney for the launch of Cheil Australia, he said: “For Samsung’s own sake, we need to win non-Samsung business. We need to increase our client list, which will help us bring in a greater breadth of talent and start a virtuous circle.”

Cheil Australia won its first non-Samsung client recently, picking up projects for Discovery Channel, and has grown from 45 to 79 staff since opening its new office.

Haines’ career began in 1973, and has worked at agencies including Y&R, AMV BBDO and Leo Burnett, which he ran as group CEO.

His next move is unclear.

From Robin Hicks in Singapore


  1. Peter McDonald
    5 Mar 13
    2:59 pm

  2. Well laid network foundations by a charismatic practitioner who has the very high levels of professionalism, patience, and cultural sensitivity needed to successfully negotiate multi-markets. I will watch with interest as to how Cheil fares without Bruce’s astute leadership, while Dentsu adopts glocalisation to extend its fast evolving offering and leaps well ahead of its Asian neighbours.

  3. Doron Wesly
    6 Mar 13
    3:58 am

  4. Bruce is the original ad man, who understood how to bridge the cultural differences between east and west, with calm, praise and win over the hearts and minds to help set a new global strategy of getting best in class creatives at the local level and win non samsung biz. he is truely an inspirational person, and feel fortunate to have witnessed a portion of this transformation first hand.