Cheil hires Peter Wilson from Ideaworks as head of retail, wins non-Samsung projects

Peter Wilson

Cheil Australia has hired a head of retail, and started working with other advertisers besides its foundation client Samsung.

Peter Wilson joins from Ideaworks, where he was head of shopper marketing, with a number of other retail specialists as the creative agency looks to bolster its retail and shopper marketing credentials.

Andrew Swinton, Cheil’s MD, told Mumbrella: “Cheil Worldwide have recently attracted a number of senior retail and shopper marketing practitioners to the organisation, and Peter’s appointment in the Australian business is a further expression of our intent to being a leading player in this specialised field.”

“We have chosen to concentrate our efforts in the retail and shopper landscape in Australia and Peter’s appointment perfectly complements our existing creative, field force, and merchandising capabilities,” he said.

Wilson had a short stint at Jigsaw Strategic Research in Sydney before joining Ideaworks. He also spent six and a half years at market research firm TNS in South Africa.

Cheil recently picked up a number of assignments for Discovery Channel, and also built on its relationship with Samsung, winning a brief to launch Samsung Experience Stores.

Winning non-Samsung work is welcome news for Cheil, since like other Asian agency networks in Australia such as Dentsu and Innocean, Cheil has not found it easy to attract new business outside of its core client base.

Cheil recently parted ways with creative director Roy Faulkner, who left after an eight-month stint, and is still looking for a replacement.


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