Our Work

How do you get a new generation of students to engage with Shakespeare?
Studying Shakespeare is mandatory for all UK schoolchildren from age 11. But teenagers sometimes find studying Shakespeare “too hard” or “boring.” Our challenge was to engage these students when they’re at the greatest risk of rejecting his work for life
Our solution was RE:Shakespeare - a free Android app from Samsung and the Royal Shakespeare Company. RE:Shakespeare helps students learn through play, practice and performing for real. As they work through a series of immersive 360 and interactive challenges, hosted by celebrity influencers and performance experts, they discover Shakespeare’s stories, characters and language in fun new ways.
Since launch, cultural influencers from The Guardian to Fast Company have featured RE:Shakespeare and it’s been described as “…not just-a must-have but a “drop-whatever-it-is-that-you’re-doing-and-get-down-to-Google-Play-and-download-it-now” must have.” And every time a student uses the app, they’re experiencing Shakespeare as he always intended – through performance and play
  • RE:Shakespeare has been distributed as part of the RSC education outreach programme to 1,200 schools, 2,000 teachers and over 530,000 students.
  • Wider PR activity created 68 pieces of targeted coverage with a total reach of 707,594,733
  • To-date the app has been recognised for its innovation and creativity at major international award shows including Cannes Lions, The Webbys, The Lovies, The Andys, One Show and Creative Circle.
Share on Facebook
Share on Twitter
Share on Google+
Share on Pinterest
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This strategy applies from the date of publication until it’s superseded.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.