At least four agencies are understood to be competing for the account, including TBWA, Cheil Worldwide, Welcomm Publicis and SK M&C. Shinsegae’s in-house agency, which handles below-the-line duties for the company, is not thought to be involved in the review.
According to a source close to the review, Shinsegae is likely to continue to invest heavily in print advertising to promote its department stores nationwide.
Shinsegae is South Korea’s largest retailer, competing directly with Hyundai Department Store and Lotte Shopping. It operates the world’s largest department store, Shinsegae Centum City, as well as discount supermarket subsidiary E-mart. Accumulative revenue as of last year stood at around $10 billion.
The firm separated from parent company Samsung Group in 1991 to become an independent conglomerate.
According to a source close to the review, Shinsegae is likely to continue to invest heavily in print advertising to promote its department stores nationwide.
Shinsegae is South Korea’s largest retailer, competing directly with Hyundai Department Store and Lotte Shopping. It operates the world’s largest department store, Shinsegae Centum City, as well as discount supermarket subsidiary E-mart. Accumulative revenue as of last year stood at around $10 billion.
The firm separated from parent company Samsung Group in 1991 to become an independent conglomerate.
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