The agency, tentatively named Marking Company, will be established jointly by SK Telecom and SK Energy and will seek to assume duties for all SK Group companies’ advertising. Heading up the agency will be EVP of SK Telecom, Lee Bang-hyun.
The decision is a potential blow for TBWA, for which SK Group is a key client. An observer noted that with in-house agencies commonplace among family-owned businesses, reliance on a chaebol client was “dangerous”. LG is the only major chaebol company to have maintained accounts with a former in-house agency, LG Ad.
