Cheil picks up new business from Shinsegae, Korean Air

The appointment follows a pitch understood to have included Welcomm Publicis, TBWA and SK M&C. Shinsegae called the review last month.

As an upmarket fashion retailer, Shinsegae is expected to continue to make a substantial investment in print advertising. Competitors for the brand include Lotte Shopping and Hyundai Department Store.

Separately, Cheil has won a portion of corporate creative business from Korean Air. The budget for the account has yet to be announced, but the national carrier is understood to be dividing its domestic creative and media account between Cheil and incumbent HS Ad (formerly LG Ad).

In September, Korean Air shortlisted four agencies, including Daehong and TBWA, to compete for the account.

According to a spokesperson from Cheil, the agency's submission concentrated on the essence of a journey from beginning to end, and the concept of 'From...to...'; proposed slogans included 'From today to tomorrow', 'From Korean to global', and 'From thinking to acting'. In addition to branding ideas, the carrier requested proposals to promote its non-stop service to Auckland and increase demand for the route.

However, the spokesperson said it remained unclear whether Korean Air would "decide to execute the corporate ad or not". The company has not run a corporate advertising campaign in forty years.