People

Peter Zillig
CEO
Cheil London
Appointed as CEO @ Cheil in 2016, Pete is focused on building a culture and work to be proud of and a year in, progress is tangible. Pete’s career has seen him experience both client and agency side as a former EMEA head of advertising, UK communications director and marketing and communications director for e-commerce for Compaq, working in Munich, London and Houston.
Prior to this Pete was at Havas Worldwide, where he rose from president of global brands to CEO of the New York office. Most recently, he was a former EMEA chief executive of Tag Worldwide, where he led its digital transformation.
Caitlin Ryan
Outgoing ECD
Cheil London
Appointed as Executive Creative Director at Cheil in 2016, Caitlin is passionate about doing the right thing by consumers, and creating brand experiences that start with consumers’ lives - not a media channel.
Originally from Australia, Caitlin first became ECD of Proximity BBDO in 2001, before crossing the pond to join Karmarama in 2013. Her passion for innovative, digitally minded creative has seen her work on such accounts as Honda, BBC, Cobra, Air New Zealand and Costa Coffee. She’s a member of WACL and speaks regularly on behalf of the industry, particularly on the subject of helping more women stay and thrive in the UK creative industries.
And if she’s not reviewing creative she’s testing coffees - Caitlin also owns three of London’s most popular independent cafés: Lantana in Fitzrovia, Shoreditch and Camden.
Russell Schaller
Incoming ECD
Cheil London
Russell Schaller, is our incoming ECD, previously he was Creative Director and Head of Film. Playing a role in our transformation to a creative technology agency, he has helped us win and deliver major clients like Etihad and NIVEA & NIVEA Men Skincare Brands.
Russell is the former Creative Director at Havas London where he was behind award-winning work for Chivas Regal, including the short films 'Here’s to Big Bear' and 'Here’s to Twinkle', and the ‘Joke Appeal' campaign for children's cancer charity CLIC Sargent.
He started his career at RKCR/Y&R and worked at Mother and Soul before moving to 4Creative, where he won a slew of industry awards including a D&AD award for the last ever ad for the final episode of US sitcom Friends. He also wrote and developed shows for Endemol Shine Group's Princess Productions, including the award-winning Friday Night Project.
He co-launched Drugstore in 2005 and ran its creative department for almost three years as creative partner.
Russell is also a mentor and speaker at The School of Communication Arts in London.
David Coombs
Head of Strategy and Planning
Cheil London
David leads the development of strategy for all our clients, helping to create award winning off-to-online campaigns. He also oversees Cheil London’s creative technology and data output across the agency and across our clients.
Prior to joining us, David was Executive Planning Director at AKQA, where he was group strategy lead for a portfolio of FMCG & Retail clients. He was also Digital Strategy Director for OMD.
Jason Capra
Managing Partner
Cheil London
Appointed as Managing Partner at Cheil in 2015, Jason was brought in to lead the Samsung account across UK, Europe and Global projects.
His drive and passion, along with his reputation for delivering the best creative and effective work possible, has seen him work across a diverse range of global and local brands at five of the UK’s top advertising agencies: D'Arcy, Leagas Delaney, AMV BBDO, Brothers and Sisters and now Cheil.
Jason has a proven track record in heading up large multi-disciplined teams and departments to develop successful integrated marketing campaigns at Global, EMEA and domestic levels. Clients over the years have included Samsung, BSkyB, Aviva, Diageo, Johnson & Johnson, Mars, BBC, Sainsbury's, COI, Adidas, Patek Philippe and Barclays – with many campaigns receiving well-earned recognition at major creative and effectiveness award shows.
When not working with clients or chasing around his two small boys, you’ll find Jason on a tennis court, out running or playing golf.
Jon Buckley
Head of Digital and Social
Cheil London
Since joining Cheil in 2013, Jon has steered the development of all our digital and social offerings for Samsung - as well as Cheil's other clients.
In his previous roles, Jon created and managed digital departments at three of the UK’s leading agencies, working on brands such as Skittles, O2, Skoda, Maserati & Ferrari, Pernod Ricard, BMW, Stella Artois, Chrysler and Jeep to name but a few.
A digital marketing specialist armed with a huge breadth of cross-media expertise, Jon is nevertheless somewhat embarrassed at having been voted ‘Direct Marketing’s 3rd Best Digital Marketer’.
Victoria Sinclair
Client Engagement Director
Cheil London
Victoria is responsible for raising and managing Cheil London’s profile and helping drive growth with existing and new clients.
Before Cheil London, Victoria was part of the original founding team at Oystercatchers, a management consultancy specialising in marketing, and was responsible for building its reputation among brand and agency clients. She also founded and ran the Oystercatchers Club.
Do get in touch with Vic if you would like to know more about what creative technology projects we are working on. She will happily invite you in for a cup of tea and a show around.
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Tax Strategy
The policy
Cheil Europe Limited, a limited company registered in England and Wales, is wholly owned by Cheil Worldwide Inc.
This strategy applies to Cheil Europe Limited and its subsidiaries.
This strategy applies from the date of publication until it’s superseded.
Aim
Cheil Europe Ltd is committed to full compliance with all statutory obligations and full disclosure to tax authorities.
Governance in relation to UK taxation
• Ultimate responsibility for Cheil Europe Ltd.’s tax strategy and compliance rest with the board of Cheil Europe Ltd
• Day to day management of tax affairs is delegated to the CFO
Risk Management
Cheil seeks to reduce the level of tax risk arising from its operations as far as reasonably practical
Appropriate training is provide for staff responsible for tax compliance
We engage advisors and legal counsel to obtain opinions on tax legislation and principles.
Attitude towards tax planning and level of risk
We recognise our obligation to pay the amount of tax legally due in the territory in which the liability arises and comply with all legal requirements. At the same time, we have an obligation to maximise share owner value, which includes controlling our overall liability to taxation. However, we do not condone either personal or corporate tax evasion under any circumstances.
Cheil manages risks to ensure full compliance with the legal requirements in a manner which ensures payment of the right amount of tax.
Cheil seeks to take advantage of available tax incentives and exemptions and reliefs in line with tax legislation.
The board is ultimately responsible for identifying the risks, including tax risks, which need to be addressed and for determining what actions should be taken to manage those risks.
Relationship with HMRC
We maintain a transparent and constructive engagement with the tax authorities and relevant government representatives, as well as active engagement with a wide range of international companies and business organisations with similar issues.
We engage advisors and legal counsel to obtain opinions on tax legislation and principles. Where disputes arise with tax authorities, in areas of doubt or where legal interpretations differ, we aim to tackle the matter promptly and resolve it in a responsible manner.
Any inadvertent errors in submissions made to HMRC are fully disclosed as soon as reasonably practicable after they are identified.