Based at the network’s head office in Seoul, Wesly will be responsible for strengthening media planning strategy across all markets. “Cheil has recognised the need for full integration, and part of that is building media planning to a world class level beyond the Korean market,” he said.
He added that he aimed to take the agency to the point where “we are not just dumping information”, and to incorporate a degree of science into its marketing practice. Rather that post-campaign analysis, he said that the focus would be on predictive modelling, and on providing creative teams with the relevant information to enable effective channel planning “in a language that doesn’t push them away, but inspires them”.
Wesly will report to Taewon Son, vice president of Cheil Worldwide’s Group 2 global business division.
