We’ve never had more ways to connect, and yet people feel more disconnected than ever. Endless feeds, notifications, and virtual interactions may keep us plugged in, but they often leave us emotionally untouched. Digital can generate reach, but it rarely creates resonance.

That’s why the most memorable brand moments are still happening in person. Physical presence offers something digital can’t replicate: attention that feels real and engagement that becomes memory.

There’s proof. Live engagement builds trust and drives real behavior. According to Freeman’s 2025 Trust Report, 95% of attendees say they feel more connected to a brand after a live experience, and 85% are more likely to purchase afterward. Most also report increased loyalty and social sharing, a clear signal that physical experiences create momentum digital alone often cannot.

Audiences today are craving connection, something that creates emotional depth. With digital fatigue growing, people are responding to brands that show up with presence, intention, and a reason to gather. The global events industry is projected to reach $600 billion by 2029, and 78% of marketers now say in-person experiences are their most impactful channel.1

At Cheil, we help brands turn this insight into action. For Aston Martin at Art Basel Miami Beach, we designed an experience that could only be felt in person. From the moment guests arrived, the focus was on immersion, inviting people to touch, see, and feel the craftsmanship of the brand up close. Every detail was curated to provoke emotion: the energy of live art, the sound of performance engines, the tactile luxury of the DBX interior. Rather than stage a one-way presentation, we built a multisensory environment that encouraged exploration, conversation, and memory-making.

The event brought the brand to life in a tangible, emotionally resonant way.

And that’s what makes a moment last.

The digital landscape is a crowded space begging for moments of a consumer’s distracted attention. To stand out, content has to offer something worth staying for. Educational entertainment, or edutainment, has emerged as an effective tool to garner attention and drive awareness and even conversion. 

Educational content has become a key strategy for brands in the US to promote their products, with 50% of marketers hiring content creators to produce educational content.1 This makes edutainment the most popular type of content for brand promotion and growth within the live streaming space and it maintains growth momentum. In 2025, 42% of US consumers say they prefer short-form branded videos.2 When education feels entertaining, attention becomes effortless. Live shows tap into this consumer demand by creating short, informative, and engaging segments that show off our client’s products and features in real time. 

In a world of doom scrolling, live content causes people to stop and stay. Live video content often outperforms other content types statistically due to its interactive nature, leading to higher viewer engagement and longer viewing times. In the second quarter of 2024, 8.5 billion hours of livestream content was consumed, ranking live video third in global popularity behind viral and music videos.3

At Cheil, we help brands like Samsung create livestreams that incorporate real-life product demonstrations, entertaining skits that blend humor and education, influencer integration, chat-driven engagement to keep the viewers actively participating, and even an occasional animal cameo. These dynamic segments are designed to keep the audience wondering what will come next. Over four livestreams this summer to promote and increase awareness of Galaxy S25 Edge, Cheil drove over 31M viewers, averaging 6+ minutes of watch time. In our most recent shows covering the Galaxy Z Fold7 and Z Flip7, we were #1 globally in live commerce views ahead of all other Samsung markets.

YouTube and Twitch have become primary sources of entertainment and product discovery, making them essential platforms for brand visibility. YouTube alone reaches 94% of US adults ages 18 to 49, making it a daily destination for content consumption.4 Using social-first strategies and keeping consumer behavior top of mind, live edutainment shows are built to meet audiences where they already are. They align with how people watch, learn, and shop today, blending branded education and platform-native storytelling to drive engagement. 

Cheil’s approach to live commerce is not just about streaming content, it is about creating live experiences that connect with audiences emotionally, inform meaningfully, and drive a more cohesive brand understanding. We create shows that encourage participation instead of relying on passive viewership. Every show is built with purpose, grounded in insight, and optimized for performance. As consumer attention becomes harder to earn, brands need more than visibility, they need interaction and trust. As we go live, we turn casual views into meaningful brand moments. By creating these moments, we help brands earn attention, spark connection, and stay top of mind.

In a world of polished decks and AI-generated everything, sketching might seem quaint. But at Cheil, it’s one of our most powerful tools for thinking fast, prototyping bold, and building what’s next.

Sketches, Post-its, and scrappy mockups aren’t throwbacks. They’re how we move into new territory. When there’s no precedent, no frame to swipe, no last-year-deck to recycle, sketching helps us uncover original solutions with speed, clarity, and creative confidence. Because if you can’t find a reference image or pull a frame from last year’s deck to express an idea, it’s a good clue the idea’s original.

Take our Rube Galaxyberg campaign for Samsung. Faced with the challenge of creating a net-new experience for an 84’x104’ digital screen in downtown Dallas, we didn’t start with 3D renders. We started with doodles. In rough lines and hand-drawn motion studies, we began shaping a massive Rube Goldberg machine that would turn complex Galaxy features into a kinetic, joyful story. Those early sketches became specs. Those specs became a system. And the system became a full-scale, tech-enabled spectacle that won at the Dallas ADDYs and, more importantly, captured the imagination of everyone who saw it.

Doodling isn’t a creative warm-up. It’s how we explore uncharted territory with agility and intent. In today’s landscape of connected experiences, lo-fi prototyping keep our ideas human, scalable, and future-facing.

We don’t sketch because it’s simple. We sketch because it helps us build what doesn’t exist yet.

At Cheil, that’s our edge: blending raw ingenuity with world-class execution, powered by innovation and tech-driven thinking. From scribble to spectacle. From concept to campaign. From lo-fi to launch.

Cheil has appointed Cedric Devitt as the company's inaugural chief creative officer (CCO) for North America.

With more than a decade of experience and creative leadership at SPCSHP, Cedric is set to drive Cheil's creative strategies and expand its brand portfolio. Cedric will report to Euisun Chung group CEO and president of Cheil North and South America.

In his new role, Cedric will not only lead creative strategies for the Samsung business across the US and Canada but will also ensure that Cheil remains creatively innovative across all operations. His ambition is to transform Cheil from a traditional agency into a dynamic creative force that goes beyond the conventional scope of creative work.

“Cheil's evolution is focused on building our rich heritage while expanding our creative influence across North America and beyond, and as part of that evolution, we are thrilled to welcome Cedric as our first-ever CCO for North America,” said Euisun Chung, group CEO and president of Cheil North and South America. “In his pivotal role, Cedric will not only lead creative strategies for the Samsung business but also ensure that Cheil remains creatively innovative across all operations. We’re committed to redefining ourselves as a full-service partner through integrated campaigns and innovative partnerships, connecting storytelling in meaningful ways. By embracing emerging technologies, including AI, we aim to create work that is impactful and emotionally resonant. Together with Cedric, we’re excited to embark on this new chapter and make a significant impact in the industry, focusing on distinct and impactful consumer touchpoints that go beyond the traditional scope of creative work.”

With a presence in 45 countries, this collaborative environment allows Cheil to meet diverse client needs effectively. Cheil operates within a robust network of award-winning creative agencies, including McKinney, Iris and Barbarian, each with distinct strengths. Cedric’s leadership will enhance this collaboration, ensuring that when a client requires specific expertise, the right team can be assembled from sister agencies to deliver exceptional results. There is no one-size-fits-all solution; the flexibility to adapt and collaborate is key to Cheil's approach.

Before joining Cheil, Cedric Devitt made a significant impact at SPCSHP (formerly Big Spaceship) as chief creative officer and partner, where he transformed the agency into a full-service powerhouse. He led the evolution into agency of record relationships with major brands, notably turning a one-off project with Starbucks into a long-standing partnership by crafting innovative seasonal campaigns like "we're on Summertime" and reconnecting the brand with its roots through creative ASMR content. Cedric’s strategic prowess was further demonstrated in his work with Chase Freedom, where he revisited Home Alone nostalgia with Catherine O'Hara and reimagined Allen Iverson's press conference narrative to integrate Chase Freedom Unlimited into NBA culture. Additionally, he orchestrated a viral campaign for Pepsi's FastTwitch energy drink, showcasing his ability to capture public attention and set new industry standards, as seen in the ‘NFL Twitter Super Bowl Confetti’ campaign.

“Cheil is a 'sleeping giant' ready to make a significant impact in the industry with the right strategic and creative pushes,” said Cedric Devitt, new CCO of Cheil. “We can go beyond traditional marketing by finding consumers where they are and crafting stories that resonate. For Samsung, we have a unique opportunity to showcase its devices in real-world contexts, and my goal is to capture today’s world in engaging ways. I am inspired by Cheil’s global vision and creative ambition, and I look forward to collaborating with the leadership team to strengthen Cheil's presence in North America. and contribute to its continued success.”

Cedric’s career also includes a tenure as chief creative officer at MRY, where the agency was honoured as OMMA Social Media Agency of the Year and Mashable Digital Innovator of the Year. He helped launch LBi in the US, leading it to become the most awarded agency in the LBi Network. His experience spans leading roles at TribalDDB and Grey Worldwide, with a client roster that includes AT&T, Adobe, Coca-Cola, Sony, and Johnson & Johnson. Recognised by prestigious platforms like the One Show, Clios, and Webbys, Cedric has also co-founded the US Air Guitar Championships and produced the award-winning documentary, "Air Guitar Nation."

It’s often said that gen z lacks brand loyalty. But loyalty isn’t dead; it’s just evolved. Today, loyalty is built through cultural relevance and repeated exposure, not long-standing habits. And that makes showing up the new secret weapon.

In this micro-moment economy, attention is fragmented, fast-moving and largely driven by social platforms. Reports show that for the first time in 2025, ad revenue from creator-led and user-generated content will surpass professionally produced media. That shift says a lot about where influence really lives — and how loyalty is being shaped.

Gen z spends six to nine hours a day online, much of it on TikTok, Instagram and YouTube Shorts. One post won’t build affinity. But the brands that consistently appear — natively, intentionally and through trusted voices — earn it over time.

To win in the micro-moment economy, brands need a steady flow of short-form, highly relevant content tailored to each platform, creator, and subculture. You’re not just creating content; you’re fighting for attention in a world where you have 10 seconds or less to make an impression, and only a short window to show up again before you’re forgotten. Studies show it takes 5 to 7 interactions just to be remembered. Consistency isn’t optional, it’s the strategy.

At Cheil, we help brands do just that. For client Samsung, we manage a network of more than 1,000 micro-influencers, activating meaningful and consistent visibility where gen z lives and scrolls.

The question isn’t whether gen z can be loyal.

The question is: Are you showing up enough to make it happen?

The era of the mega-influencer is over. The time for micro-influencers (10K - 100K followers) is here, and they are driving the industry forward by rewriting the rules of influencer marketing. Those who fail to adapt are falling behind. Fast.

Why the shift? It comes down to what truly moves the needle: trust and relevance. Micro-influencers deliver both. They build authentic, highly engaged communities where influence isn’t broadcasted – it’s earned. This isn’t a trend; it’s a strategic evolution. According to Statista, 45% of U.S. consumers view micro-influencer content as more authentic than that of larger creators. Their engagement rates – 60% higher than macro-influencers – translate directly into action, not just awareness.

At Cheil, we don’t just believe in the power of micro-influencers – we’ve harnessed it at scale. Through our Team Galaxy Squad program, we’ve built one of the largest and most effective micro-influencer networks in the U.S., activating nearly 1,000 carefully selected creators to champion Samsung. These ambassadors go beyond product promotion – they create content that’s real, relevant, and deeply resonant within niche communities.

Scaling this initiative to 1,000+ members hasn’t just extended our reach – it’s created an engine of brand advocacy and amplification. We’ve proven that when micro-influencers are empowered at scale, the impact is exponential.

Fueling this success is Jebi, our proprietary platform that transforms influencer management into a dynamic performance ecosystem. Jebi gamifies participation, rewards authentic engagement and enables real-time amplification of top content across Samsung-owned channels. This isn’t just a tool – it’s a strategic advantage.

In today’s algorithm-driven landscape, the old playbook is obsolete. Relying on a handful of big names to shout into a crowded feed no longer delivers results. The future belongs to brands that activate a chorus of credible voices — and we’re leading that movement.

Micro-influencers offer what money can’t buy: genuine connection at scale. For brands navigating declining trust, rising ad fatigue, and tighter budgets, building communities — not just audiences — is the smartest move in marketing today.

We’re not following the shift. We’re driving it.