e4m@Cannes:  Jesse Wong on Cheil’s new chapter: AI, SWA Group & global creative ambition

At Cannes Lions 2025, Neeta Nair, Editor, IMPACT, spoke with Jesse Wong, Global Creative Director at Cheil Worldwide, about the agency’s evolving creative approach, its role on the global stage, and the growing influence of Korean sensibilities in advertising.

Cheil Worldwide, part of the Samsung Group, is a global agency network with a strong presence across more than 40 countries. In India, Cheil has been undergoing a major transformation. In May 2025, it restructured as the Cheil SWA Group, introducing seven specialised business units spanning creativity, data, media, tech, retail, and influencer marketing. The agency also expanded operations with the opening of a Cheil X office in Mumbai, reinforcing its focus on non-Samsung clients and broadening its portfolio to include brands like MG Motors and Luminous Power Technologies.

In this conversation, Jesse shares her thoughts on Cheil’s showing at Cannes this year, how the agency is approaching AI, the goals behind launching the SWA Group, and why Seoul’s creative momentum is being felt worldwide.

Excerpts from the conversation:

Has Cheil Worldwide made a significant entry at Cannes Lions 2025? Samsung has had a strong presence here in the past years, but there seem to be fewer wins this time. Has there been a shift in strategy or focus around award entries this year?

I wouldn’t say there’s been a reduced focus. Our mission has always remained consistent; we’re committed to creating work that uses technology in a meaningful and impactful way. We’ve picked up a couple of Lions this year, so it’s been a great showing for us so far.

As we wrap up the final day of Cannes Lions 2025, what would you say has been the defining theme or key takeaway for you this year?

Honestly, I haven’t had the chance to take in everything yet; it’s such a massive showcase. As always, there are so many different themes, cultures, and creative perspectives represented, which makes it hard to pinpoint just one defining theme. But if I had to highlight something, AI has been a major focus, an incredibly hot topic this year. That said, the diversity of ideas and approaches is what truly makes Cannes interesting and inspiring.

How is Cheil leveraging AI both in its operational workflows and in driving creative innovation?

I think, like many others, we find AI incredibly exciting. There’s so much potential, and we’re still discovering the full extent of what it can do, which is what makes it so fascinating. At the same time, it's important to approach it with caution and continuous reflection, because it's still a relatively new space.

At Cheil, we’ve always been tech-forward, not just with AI, but with technology in general. We've been integrating tech into our work for a very long time. That said, the landscape is constantly evolving. So, our approach is to explore it enthusiastically, but responsibly.

With the launch of Cheil SWA as part of a new identity, what new capabilities are being introduced that weren’t previously part of Cheil? And how are you positioning this as a new chapter for the agency?

Cheil has always had a strong foundation and a rich heritage, with a diverse range of proficiencies across various capabilities. So, it’s not so much about launching something entirely new, but rather a continued evolution of who we are.

Across all our capabilities, we’re constantly evolving and improving. What’s different now is a sharper, more integrated approach bringing everything together more seamlessly. The launch of the SWA group represents a natural progression for us, aimed at identifying growth opportunities and expanding in key markets. Stepping up in these areas feels like the right next move for us.

At a global stage like Cannes, do you feel Korean creative sensibilities offer an advantage, given their uniqueness and fresh perspective? And is there a growing global appetite for the kind of storytelling coming out of Korea, despite language sometimes being a barrier?

Absolutely, and that’s one of the reasons I moved to Seoul. There’s so much energy and momentum there right now; it feels like the heart of where things are happening.

When it comes to Korean creative sensibilities, there’s a mindset that truly stands out a belief that nothing is impossible. There's a speed, agility, and boldness in the way we work. We move quickly, adapt fast, and approach challenges with a 'never say no' attitude. That mindset gives us a real edge, not just in day-to-day work, but also in pushing creative boundaries.