- – Appointment follows a series of competitive pitches
- – Agency will now partner with CJ CheilJedang to lead strategy and creative across the four markets, with a focus on social, digital and influencer activity
London, 25th April 2024 – CJ CheilJedang, the world’s number one Korean food brand, has appointed Art of the Possible as its strategic and creative agency of record for the UK, the Netherlands, Germany and Australia following a series of competitive pitches.
UK incumbent Art of the Possible participated in a four-way statutory repitch for the UK business, as well as competing against multiple agencies to pitch for and win lead strategic and creative duties in the three other markets.
Art of the Possible will now partner with CJ CheilJedang to oversee strategy and creative across the four territories, with a focus on social, digital and influencer activity.
In the UK, the first activity to launch will be an influencer campaign for bibigo; in Germany, the first work will be a campaign promoting gyozas; in the Netherlands, the engagement will initially prioritise retailer engagement and awareness; while in Australia, Art of the Possible will be developing a campaign for the launch of a new Australian-made kimchi product.
Originating in South Korea, CJ CheilJedang is a global food and BIO company that brings health, happiness and convenience to consumers around the world.
Jisu Han, Managing Director, CJ CheilJedang UK & Ireland, said: “We’re delighted to announce Art of the Possible as our lead agency across the UK, the Netherlands, Germany and Australia, as a critical part of our global strategic investment. Throughout our pitch processes, they demonstrated unparalleled expertise in each market, with a dynamic global team, an exceptional strategic offering, and an unwavering commitment to exceeding every KPI we set them.”
Kat Patterson, Managing Director, Art of the Possible, added: “We are thrilled to be working so collaboratively with CJ CheilJedang across the globe. The agency is growing at pace and it’s incredibly exciting to be working with such an amazing client, whose products we can’t get enough of, and whose focus and values are completely aligned with ours.”
