Our Work

We are David Bailey
We are David Bailey
David Bailey? Britain’s most famous photographer.
Imagine if there were 143 of him.
Believe it or not, there’s actually quite a few David Baileys in Britain. And with the right camera, any of them can shoot photos like a pro.
We scoured the UK for as many namesakes to Britain’s raconteur photographer as possible – milk cartons, banners, print ads and more were used to reach out to unwitting future photojournalists. Once sourced, we set each one of them loose with a NX1000 camera and one brief: snap something fantastic.
Their collective gallery of stunning photography went on to appear in print, outdoor and digital advertising, with the newly minted pro-Baileys sharing their expertise in a series of 20 second masterclasses on Youtube.
With over 11M Facebook impressions, 7M Twitter impressions and 1M YouTube views, ‘We Are David Bailey’:
  • moved Samsung’s market share from 2.8% to 55%,
  • resulting in the NX1000 selling out in just 11 weeks,
  • and an increase in the market’s overall size by 50%
All that in a name.
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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This strategy applies from the date of publication until it’s superseded.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.