Our Work

Over to You
Over to You
How Do You Launch A Smartphone To A Millennial Audience That Isn’t Listening?
You do it natively, in the same discreet digital spaces your audience live and breathe. Celebrating a unique digital culture with a new generation of social media superstars from YouTube, Instagram, Blogger and Tumblr.
We gave the GS4 range to 28 social influencers. They used their unique talents to put the phones to the test, creating a real-world product manual like no other. A living video encyclopedia demoing the power of the phones.
But Over To You was more than just user generated content. Our co-creators also became our media channel, sharing content with their followers and delivering exactly the right group of people in exactly the right social channels at a fraction of the cost of a traditional media campaign.
  • Over to You connected Samsung with a highly-targeted YouTube audience of 1.5million 16-25 year olds.
  • The campaign reached 76% of its potential audience with 70% of its content viewed from start to finish.
  • Plus a further 55k deep engagements with 97% positive sentiment.
  • All executed for less than a single UK 30” prime time TV media slot.
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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This strategy applies from the date of publication until it’s superseded.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.