Sharing Values by Cheil WorldWide, which designs the better world, is systematically planned through specialized frameworks. Sharing Values framework of Cheil WorldWide is formed based on principles of 'creation', 'collaboration', and 'consideration‘. This enables harmonious and balanced CSR (Corporate Social Responsibility) activities by utilization of matrix structure.
Designed by Cheil
Designing better world with the new ideas by Cheil Worldwide
Creating social values by utilizing company characteristics and employees’ talents
Maximizing synergy through cooperation of stakeholders from various classes
To show sympathy and solicitude to socially-disadvantaged, through sincerity and persistency
Sharing Value Framework
Participation in tackling social issues through the characteristics of the company and talents of employees
Support on local communities and the future generation through capability of Cheil Worldwide
Economic support on the socially disadvantaged including low-income families
Social contribution of the employees with the local community for the better world
This corporate social responsibility (CSR) program helps young North Korean defectors live a happy, fulfilling life in South Korea. The program consists of “Geuldongmu,” an online campaign that raises awareness regarding North-South relations and provides an online translator that changes unfamiliar South Korean words into North Korean words, “Geuldongmu Danotong,” a vocabulary book containing useful expressions and words commonly used in South Korea for teenage North Korean defectors who are of the age of attending middle school and high school, “Maum Dongmu,” a program that heals and embraces defectors’ emotional scars, and Gildongmu, a counseling program that counsels young defectors’ major(field of study) and career path.
Sarang Ae bazaar
This year-end bazaar within the company sells props used in commercials and advertisements as well as items donated by employees celebrities. Sales proceeds are used to aid the neighbors in need within the community.
Meri Class is a main social contribution project of the Cheil India, and is designed to provide quality education for young Indian girls who are left unattended in a poor educational environment. In addition to funding textbooks and classrooms, the project also engages in activities to help resolve the fundamental problems faced by the current Indian education system, such as lack of schools and teachers.
1 Heart 1 Village
Cheil China has been continuously carrying out volunteering activities for about 10 years in the sister village of Miyun District, Beijing, by helping the elderly in rural areas and providing daily necessities including electronics products.
Cheil Worldwide plans to build an eco-friendly work environment by creating a culture prioritizing and considering the environment among employees, eventually leading to making the environment issue a key element in corporate management strategies.
Building an Environment-friendly Culture: Green Cheil Campaign
Every year, Cheil Worldwide carries out eco-friendly campaigns with all employees. We hold contests for best eco-friendly practice ideas and give awards. Cheil Worldwide also carries out practical environmental campaign called Cheil Go Go (meaning reducing the use of plastics and practicing the Green Cheil philosophy) to reduce the disposable products in our daily lives by minimizing the use of plastic bags, paper cups, and plastic toothbrushes. In addition, Cheil Worldwide carries out paperless campaign to establish an eco-friendly work environment. We’ve replaced our A4 papers and paper cups with more eco-friendly options (FSC-certified papers and paper cups made with eco-friendly kraft paper). Further, Cheil Worldwide has provided tumblers to all its employees to minimize use of paper cups while providing discount at company cafeteria when employees use tumblers. A tumbler cleaner has been installed on each floor to further encourage tumbler use.
* Green Cheil Campaign
Responding to Climate Change: ESG Practicing Agreement
Due to the characteristics of the advertising sector, we emit relatively less greenhouse gases compared to the manufacturing sector. Nonetheless, we have keen interest in responding to climate change. In light of the foregoing, we held a ESG Practicing Agreement Signing Ceremony with our partner companies (approx. 96 companies) pledging to minimize carbon emissions when making advertisements.
* ESG Practicing Agreement
Supporting Environmental Campaigns
In order to maximize the synergy between different environmental management activities, Cheil Worldwide engages in environment protection activities relevant to the advertisement business sector. We make campaigns to raise awareness of various environmental issues, such as climate change and destruction of the ecosystem, while continuously expanding the number of environmental campaign proposals as well.
As a global marketing solution company, Cheil Worldwide will build an environment-friendly culture that prioritizes the environment and practices environment-friendly approach based on the following Environment-friendly Management Policy.
All employees of Cheil Worldwide shall comply with global standards related to the environment and minimize wasting resources when performing their tasks.
Cheil Worldwide shall actively propose environment-related campaign ideas to clients and lead the way in raising environmental awareness in the society.
Cheil Worldwide shall promote its Environment-friendly Management Policy to all employees and major business partners.
Cheil Worldwide shall regularly report its ESG targets and achievements to the board of directors to establish and maintain a sustainable business management system.
As a company that thinks "human is the best asset", Cheil Worldwide chooses talented individuals with Cheil Worldwide’s talent features (Cheil Way), providing them with specialized education programs, fair evaluation and compensation, a welfare system that considers the quality of life and opportunity to grow into a global leader through creative organizational culture.
Respecting Diversity and Protection of Human Rights
Cheil Worldwide’s global business is expanding, and we hire talents without discrimination on any ground such as nationality, academic background, race, gender and age. We strive to create a work environment where all employees are treated equally and encouraged to realize their full potential. In addition, out of respect for employee human rights and to fulfil corporate social responsibilities, Cheil Worldwide strongly supports the UN Universal Declaration of Human Rights and the UN Framework and Guiding Principles on Business and Human Rights.
Specialized Talent Training Programs
Cheil Worldwide runs various education and training programs that strengthen organizational capabilities and support personal growth. Such programs include ‘task-specific’ training that strengthens specialized task-related capabilities, ‘leadership’ training that improves leadership within the organization and enhances communication skills, ‘expatriate’ training that foster global leaders, as well as various language-learning programs.
Evaluation and Compensation
In order to facilitate a fair evaluation on employee’s performance, we conduct an intricate evaluation process such as team-level/individual goal-setting workshops, interim performance review, performance evaluation feedback, and employee interviews. Cheil Worldwide’s compensation system is linked to employees’ performance, so employees are provided with distinguished compensation according to the result of their performance evaluation. In addition, we have in place a variety of HR management systems that utilize performance evaluation results, such as selecting candidates for various training opportunities and merit-based promotions.
In order to improve the quality of life for the employees, Cheil Worldwide operates in-house cafeterias and coffee shops, supports employee club activities in the company and provides various other welfare programs including tickets to theme parks and water parks . To ensure financial stability of our employees, Cheil Worldwide also provides employees with low-interest loans for housing and mortgages. We also provide financial support for tuition of employees’ children and have keen interest in the health and wellbeing of our employees.
Creative Organizational Culture
Cheil Worldwide makes its utmost effort to create a work environment that nurtures creativity. In light of the characteristic of the advertising sector and to promote the autonomy of the employees, we have implemented PiC+, which is a system that lets employees choose their own working hours, which allows more efficient management of time. Idea Vacation encourages employees to go on a week-long or longer leave to get recharged with new ideas and refreshed. Our Ai Cheil Day Care Center helps our employees with young children to work without having to worry about taking care of them. Hyu is a counselling & therapy center that provides programs run by an expert therapist with a Ph.D and helps employees manage stress and recover their energy. I-spa is a healing space filled with items that help employees to fully relax, get creative inspirations, and unleash their imaginations. I-pub is an online corporate communication channel where employees can freely share their opinions and ideas using their online nicknames. In addition, the labor union-management council Sarang Sarang strives to relieve the grievances of the employees and establish a culture of trust and cooperation between the labor union and the management by delivering employees’ voices to the management.
In order to sustainably develop socially beneficial relations, Cheil Worldwide has built a fair and transparent business model and is consistently strengthening the culture of cooperation that fosters mutual growth with partner companies.
Establishing Fair and Transparent Business Practices
Since 2007, Cheil Worldwide has been increasing transparency and fairness in its relationship with partner companies by establishing ‘the Rules and Regulations on Selecting and Working with Partner Companies’ and utilizing a portal website for partner companies called Mutual Growth Cooperation Partner Portal. Since the second half of 2013, we’ve been using electronic contract system and online ordering system to reinforce the transparent business relations with partner companies.
Supporting for Partner Companies
Through the annual Work-Sharing Session with Partner Companies, we support the business of our partners by sharing our expertise and practical knowledge regarding topics and cases that are directly related to the works of partner companies, such as information on the regulations regarding subcontracting, copyright and publicity right.
Cheil Worldwide operates a help desk through a portal website for partner companies (Mutual Growth Cooperation Partner Portal) to listen to the grievances and opinions of partner companies. In addition, we consistently communicate with partner companies through frequent phone calls and e-mails.
Adopting compliance management is our corporate responsibility and obligation to protect the company and its employees, and is essential in Cheil Worldwide’s growth as a global top-tier company.
Protection of Consumer Rights
Cheil Worldwide tries to provides accurate and useful information to consumers to prevent consumer misconception. We also do not engage in advertising activities that may deceive or cause a misunderstanding to consumers. In order to establish a fair trade practices and to protect the consumers, we do not make advertisements that are false, exaggerated, deceiving, unfairly comparing, defaming or otherwise inappropriate.vi In addition, when it comes to providing advertisement service, we uphold the principle of helping consumers acquire accurate information that is not false or exaggerated in regards to the products or services so that consumers can make an informed decision about products and services of our advertisers. As such, we have posted the Guideline Regarding Unfair Advertisements within our compliance system so that our employees can comply with the regulations under Act on Fair Labeling and Advertising as well as related other guidelines. By making available relevant regulations, violation cases, and checklists regarding labeling and advertising, we make sure our employees can refer to such information whenever they need to while carrying out their tasks.
We operate the Pre-review Process before an advertisement is made available to the public or goes on air to check whether there are risks regarding possible violations of the Act on Fair Labeling and Advertising or other laws. This process involves face to face meetings between at least two attorneys from the legal team and the team responsible for the advertisement. In these meetings, advertisement scenario, story board, videos, and images are examined in person to comprehensively check whether there are any risks related to the Act on Labeling and Advertising, copyrights, portrait rights, trademark rights, design rights, the Unfair Competition Prevention and Trade Secret Protection Act, and negative PR issues, among other things. This process sets Cheil Worldwide apart from other agencies where such review process is usually done through written communication with legal teams. Cheil Worldwide manages advertisement-related risks through the risk management processes that are fitting for the characteristics of the advertisement industry and as a result, there was no violation or correction measure requested under the labeling and advertisement regulation for the past 3 years.
Education and Training
Cheil Worldwide holds regular (annual) and irregular ad-hoc education and training sessions regarding intellectual property rights so that we can deliver our clients advertisements material that do not violate a third party’s proprietary rights such as copyright and publicity right. Moreover, we require all employees to submit a non-disclosure agreement each year in order to manage the confidential business information of the clients in a safe and secure manner. Through the company-wide training session each year, we educate employees on the importance of data security, including confidential business information of the clients.
Cheil Worldwide complies with the law and ethics and continues to endeavor to establish and maintain an ethical corporate culture.
Code of Ethics and Business Conduct
In order to comply with the law and ethics and to fulfill its social responsibilities in conducting business, we have established and will actively implement the Management Principles that serve as the code of conduct for all our business activities.
1. We comply with laws and ethical standards.
We respect the dignity and diversity of individuals.
We compete fairly, complying with laws and business ethics.
We maintain accounting transparency by keeping accurate records.
We do not intervene in politics and we maintain a neutral stance on all political issues.
2. We maintain a clean organizational culture.
We draw a strict line between public and private affairs in all business activities.
We protect and respect the intellectual property of the company and others.
We create a healthy organizational atmosphere.
3. We respect customers, shareholders and employees.
We value customer satisfaction the top priority in our business activities.
We focus on shareholder value.
We endeavor to improve employees’ quality of life.
4. We care for the environment, health and safety.
We engage in environmentally friendly management practices.
We value human health and safety.
5. We are a socially responsible corporate citizen.
We actively perform our duties as a corporate citizen.
We respect the characteristics of local custom, culture, and society, and strive to prosper together with local communities.
We build win-win relationships with business partners.
Cheil Worldwide employees shall uphold the principles below for non-corrupt, virtuous corporate culture.
Cheil Worldwide employees, - shall not take gift or entertainment, including golfing, from clients - shall not take profit or benefit through corrupt means, such as embezzling fund or stealing assets - shall work diligently during work hours and shall be polite and mindful of their manners when working with each other - shall not disclose protected information, such as confidential information of the company, to a third party without prior permission or approval.
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