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The Korea Herald
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THE INVESTOR
March 29, 2024

Retail & Consumer

Cheil pockets Romanian ad agency Centrade

  • PUBLISHED :May 02, 2018 - 14:03
  • UPDATED :May 02, 2018 - 14:03
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[THE INVESTOR] Cheil Worldwide, Samsung’s in-house marketing agency, said on May 2 it has acquired Romanian advertisement firm Centrade Integrated. The financial terms of the deal were not disclosed. 

Established in 1993, Centrade is an ad agency headquartered in the Romanian capital Bucharest, with local offices in Serbia, Croatia and Hungary. Focused on big data analysis for personalized marketing campaign, its clients include P&G, Samsung, Raiffeisen Bank, Visa, Monsanto and Carrefour, among others. 




The deal is likely to help Cheil strengthen its digital marketing capacities, while also giving it a leg up in Europe. 

“We expect our digital competitiveness to rise with the acquisition of Centrade as we move toward becoming an agency specializing in digital marketing,” said Cheil CEO Yoo Jung-geun. 

The Korean firm plans to acquire other ad agencies that specialize in digital marketing and e-commerce in the future. 

Last year, Cheil acquired PSL, a global pricing strategy consulting firm based in Toronto, through its UK subsidiary Iris. Later during the year, it also took over Atom42, a London-based digital marketing firm.

By Ahn Sung-mi (sahn@heraldcorp.com)

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