Former Leo Burnett chief executive Bruce Haines is joining Korean advertising agency Cheil Communications in the newly created role of global chief operating officer.
Haines, who resigned from Leo Burnett last year “on a point of principle” after clashing with the network’s global management team over the structure of the London agency (MW October 25), will be based in Seoul.
It is understood that he will report to the agency’s global president Nack-Hoi Kim and will focus on developing the business internationally, particularly in Europe and the US.
Cheil is Korea’s largest advertising agency and is part of the Samsung Group. Haines’ brief will be to expand its global presence by buying or establishing new agencies around the world.
Samsung is Cheil’s biggest client but it has also worked with brands such as Glaxo SmithKline and car marque SsangYong.
Haines worked with Cheil during his time at Leo Burnett. The Publicis-owned agency snatched Samsung’s global advertising business from WPP in 2005 (MW October 27, 2005).
It is thought that Haines has been offered three jobs since leaving Leo Burnett, the other two of which were based in Europe. Haines and Cheil were unavailable for comment.