Cheil Worldwide acquires Barbarian Group to further international expansion

In a statement, Cheil Worldwide’s global chief executive, Nack Hoi Kim (pictured left), said the acquisition was “part of our agency’s plan to secure a strong foothold in digital marketing capabilities”.

Kim added that Cheil was now “one step closer” to realising its goal of becoming one of the world’s top 10 creative agencies.

Benjamin Palmer (pictured right), co-founder and chief executive of The Barbarian Group, said the decision to sell to Cheil was based on the network’s structure and potential for future growth.

“They have managed to globalise without falling into the business model of the other holding companies,” he said. “Cheil is well protected to reinvent the future without stressing about protecting the past.”

The Barbarian Group was established in 2001 and offers a range of digital marketing, planning, technology and strategy services. High-profile initiatives by the agency have included Burger King’s ‘Subservient Chicken’, which was developed alongside Crispin Porter & Bogusky, and an augmented reality edition of Esquire magazine in the US.

Cheil was recently awarded creative briefs by Korean retail conglomerate Shinsegae and national carrier Korean Air.