Cheil Worldwide Canada
Toronto, Ontario, Canada
What are your short- and long-term plans for ensuring your future success?
In the short term, I look to turn this agency’s growth in a positive [direction, achieving] higher top-line
margins and discipline capabilities, not only focusing on just traditional communications strategies, but
looking at things like shopper marketing and extending what we’ve already developed in the digital space as
well. [I’d also like to] move us to a larger operation in terms of real estate. Beyond that, [we’re aiming for]
general growth and diversifying our portfolio, bringing in additional clients from other categories. I hope to
oversee a full region, not just a country.
Which is most important to your organization — mission, core values or vision, and why?
We are trying to be [named] agency of the year within the next two years, but on the same token it’s not
just a two-year thing — we want to be great and sustain greatness, and that means being a full-service,
multidisciplinary agency that partners with clients versus just [being] purely a supplier for our clients.
What is your personal definition of success?
My number-one motivator is hiring great people and then building loyalty [among them], making sure that
I set the right cultural space for them to thrive in and for their careers to grow, for them to be part of something
that is bigger than just a single person — creating an environment that is sustainable. I want to build loyalty, not
just [on] what you can gain financially, because I think that’s very myopic and short-lived. This environment that
I’m trying to create is about everybody who’s in it and who’s going to join us in the future.
ADVERTISING, MARKETING & PUBLIC RELATIONS
n 2011, Cheil Worldwide expanded beyond the offices
of partial owner Samsung to become a global marketing
communications network. Rather than transform itself
overnight however, the company set benchmarks for gradual,
organic growth. Now, “the house that Samsung built,” as onestrategyonline.ca
article called it, has become a full-service,
multidisciplinary agency with a currency of innovative ideas that
move brands, products and people across multiple industries,
countries and cultures. And speaking of people, the key to the
company’s successful reinvention is in fact as simple as putting
the right individuals in the right places.
Named president of Cheil Worldwide Canada in October
2011, Matt Cammaert previously served as vice president and
director of client services and new business at Euro RSCG
Worldwide before it was rebranded as Havas Worldwide. Much
like Cheil’s, his is a story of strategic growth begun in familiar
territory and later extended outward. Originally an aspiring
politician with a Bachelor of Arts in political science from the
University of Western Ontario, Matt landed his first advertising
job in 2000, becoming account coordinator for his father-in-
law’s firm, Sharpe Blackmore Euro RSCG. It wasn’t until five
years later that he broke off on his own, taking the position of
marketing manager and planner at TD Canada Trust. From
there, he built upon his skill set, added names to his rolodex and
ultimately established himself as an industry leader, so when he
finally returned to his father-in-law’s company years later, it was
so that he could help them, not the other way around.
Hired by Cheil while only 35 years old, Matt remains the
youngest president in the company’s global network of 57
interconnected offices. And while Cheil Worldwide Canada
experienced 150 percent growth within one year of his
arrival, Matt’s work is far from finished.