Cheil Worldwide launches One Agency, global below-the-line network & BMB partner

As part of Cheil Worldwide, One Agency will benefit from the network’s global reach and financial backing, and plans to roll out offices in 12 strategic cities across the globe by 2012 including offices in China, India and Singapore, according to overseas reports.

Bruce Haines (pictured), Cheil Worldwide’s president global COO, said: “We're really excited that One Agency has launched in London and New York. The new agency is designed to complement the existing Group brands like Cheil, BMB and The Barbarian Group by offering leading edge retail and experiential resources.”

He added: “We’ll be closely monitoring the success of One Agency in those markets, learn from the experience and if we feel there is sufficient demand, launch in other regions in due course.”

Headquartered in London, the new network’s offering includes experiential, retail and shopper marketing plus digital and outdoor expertise.

The new arm will also act as BMB’s below-the-line partner, thus allowing the latter to offer integrated solutions.

Other specialist services being touted include “One Insight, a panel of UK consumers; One Tech, a collective of technology and innovation experts; and One Future, an executive level think-tank delivering trend-spotting intelligence”.

The start-up team will be headed up by Joseph Rhee as managing director. He was previously European marketing director at Cheil.

The Westfield Group is a founding client and One Agency has also begun work with Samsung to deliver experiential solutions.

Separately, in mid-February, Cheil Worldwide launched an office in Thailand while Haines hinted at the rollout of BMB in Asia-Pacific later this year.