Our Work

How Gold is Made
How Gold is Made
How we reminded Britain of Samsung’s solid gold status.
London 2012 - a time of feverish excitement and goodwill across the nation, and the perfect occasion for us to show the UK that Samsung was much, much more than just a technology brand.
So we sent Samsung on a road trip.
As part of Samsung’s ‘Take Part’ campaign, we created the Big Cheer experience in-house – a touring bus that captured the magic of the Torch Relay by visiting 1,000 towns and pit stops across the nation. Packed full of Samsung tech, this bright blue bus took the time to photograph a panoramic image of each day’s Olympic Torch celebrations – and uploaded them to social media for everyone present to tag themselves in.
Partnered with an Olympic digital hub that saw a 400% increase in web traffic to Samsung.com, this once-in-a-lifetime experience:
  • earned £200M worth of PR coverage,
  • increased brand preference by 22.9% (and held it there),
  • and did its bit for the simultaneous release of the Galaxy S3 (the most successful UK phone launch ever)
Proof that it’s the taking part that counts.
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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This strategy applies from the date of publication until it’s superseded.
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.