Cheil installs Roy Faulkner as creative director, relaunches as ‘truly Aussie agency’

Roy Faulkner

Cheil Australia, the inhouse agency for Samsung, has hired its first creative director, and moved out of Samsung’s offices as it looks to more aggressively pursue other clients.

The agency, part of a global network set up to service the Korean conglomerate, has also voiced its ambitions to transform itself into a “truly Aussie agency”.

Ex-M&C Saatchi, Mojo and Leo Burnett creative Roy Faulkner has taken creative control of the agency of 45 staff, who have moved to an office 500 metres from the Samsung building to 8 Australia Avenue in Olympic Park, Western Sydney.

Global chief strategy officer Bruce Haines, the former boss of Leo Burnett London, and regional president SJ Kimm are in Sydney next week for a ‘grand office opening’ party.

The agency entered the market a few years ago, and has since been very quietly establishing itself as a merchandising hub for the Korean electronics giant.

Ex-McCann and P&G marketer Andrew Swinton took the job of MD of Cheil Australia a year ago.

Questions for Haines are expected to focus on his ambitions for winning Samsung business from other roster agencies, such as Leo Burnett, and how serious the agency is about winning non-Samsung clients.

A press release reads:

Cheil’s presence in Australia has, it’s fair to say, been solely linked to Samsung’s marketing department. But that has changed. Samsung has been and still remains a very important partner to Cheil, however the agency is now fully able to serve other clients.

Here in Australia, Cheil dramatically changed the local management team, bringing in fresh blood from outside the network, in the form of MD Andrew Swinton and Deputy MD Keunho Kim.

This radical self-appraisal has continued and in January 2012, Cheil Australia moved in to new premises, and clearly stating that it’s serious about its mission to become a respected player in the Australian advertising arena.

The agency was in the news in November when former boss Tony Simms waged a personal campaign against ageism in the industry. His sandwich board protest made the Sunrise breakfast show.


  1. kevin ferry
    13 Apr 12
    2:21 pm

  2. Congrats Roy – nice bloke and talented to boot

  3. Ivan Ardon
    13 Apr 12
    2:36 pm

  4. What a great move Roy. But not a surprise. Look out Leos.

  5. Marshy
    13 Apr 12
    5:45 pm

  6. Good stuff Roy, top bloke!

  7. Frank
    13 Apr 12
    7:26 pm

  8. Congrats Roy… All the best. Looking forward to seeing the new work!

  9. Mike
    14 Apr 12
    10:28 am

  10. What is it with Korean companies and in-house agencies?

    Even if they’re good agency people, how can they offer independent, candid advice, including things their ‘client’ doesn’t want to hear? Where’s the objectivity?

    Korean and Japanese companies are strictly hierarchical, and you don’t tell your superiors things to disturb the harmony, or your card is marked for demotion or worse.

    When you only have one client, you are going to be risk-averse to the max.
    Perhaps that’s what they seek.
    For other “roster agencies” it’s “goodnight and good luck”.

  11. Tony Richardson
    14 Apr 12
    7:02 pm

  12. I knew Roy when he was a baby creative.

    He was a delightful child who hardly ever threw up on the creative director.

    And now he IS a creative director. My, how time flies!

  13. Foxy
    15 Apr 12
    4:12 am

  14. Well done mate – well deserved I’m sure.


  15. tony simms
    16 Apr 12
    9:20 am

  16. It’s tough balancing act with a client and a category that is not for the faint hearted. Good luck to the team at Cheil.

  17. Oz
    16 Apr 12
    10:47 am

  18. Huge congrats, Roy. Great news.

  19. nic
    16 Apr 12
    7:55 pm

  20. Congratulations, Roy. Smart thinking from Samsung. Nice Jacket, too.