The Good Company Solution Centre will function as an independent unit and will be led by Jeong-keun Yoo, executive vice president of Cheil Worldwide.
Yoo will head a team of 13 people to provide integrated services around CSR campaigns, including building CSR strategy, analysing consumers' voice on social media and creating co-ordinated programmes with activist groups.
The agency said one of the key solutions, "Social Cube”, is a database of South Korean and international CSR activities, which is a “creating shared value” (CSV) strategy model customised to advise clients on the most appropriate CSR activity.
“In the past, our clients wanted us to position them as ‘luxurious’, ‘cool’ and ‘state-of-the-art’ companies,” Yoo said. “But nowadays, the number one request we receive from our clients is how to position as ‘good’ companies.”
According to a recent research by Cheil Worldwide, more than 90 per cent of South Korea respondents said companies have to implement ethical management principles and contribute to national economy, with 71.2 per cent saying they try not to buy products from immoral companies.
The research showed that 62.7 per cent of respondents prefer consumer-engaging CSR campaigns to big-money donation; 65.3 per cent agreed that not many CSR campaigns encourage consumers to get involved; and 60.9 per cent were happy to participate in CSR activities.
Cheil has already created a number of CSR driven campaigns, including Samsung Life Insurance’s Bridge of Life campaign, Samsung Electronics’ Insight Exhibition, and S-Oil’s “Here Balloon” campaign on saving oil.