Cheil Worldwide names global ECD for Samsung Mobile

Cheil Worldwide has named HP’s global ECD, Jayanta Jenkins (pictured), to the newly created position of global ECD for Samsung Mobile, overseeing the network’s creative direction for Samsung Mobile Communications global account. Jenkins will lead a dedicated global team.

According to Cheil, the position was created as its Samsung Mobile global business has grown. Jenkins reports directly to Cheil Worldwide’s global chief creative officer Malcolm Poynton. With over 17 years of experience, he was previously global group creative director at Twitter and global creative lead at Apple’s Beats by Dre.

At HP, Jenkins led global initiatives and worked across the brand’s business units to further unify its communications. Before that at Twitter, he headed up its in-house studio of integrated creative teams and agency partners. As global creative director at Beats by Dre, Jenkins led globally-integrated product launches for the brand.

Prior to that he was the global creative director at TBWA\Chiat\Day in Los Angeles, where he co-led the rebranding of Gatorade. He was also senior art director at Wieden+Kennedy where he created campaigns for Nike. Jenkins began his career at The Martin Agency.

Jenkins said there is no sector more dynamic right now than mobile and as Samsung is the world’s biggest mobile brand. “This role presents me with an absolutely irresistible challenge and a real opportunity to further engage audiences in new and exciting ways.”

Meanwhile, Poynton added that it has been a long search to find a creative leader who gets what it takes to connect contemporary brands with today’s consumers.

“Jenkins brings that and more. On top of his unique experience working inside global tech companies as well as some of the world’s leading agencies, he’s a great guy. I’m excited to have Jenkins join us as we continue to shake up the landscape of the industry.”

Cheil Worldwide recently won Samsung Mobile’s retail experiential app project, while also adding Netflix, TikTok and Epic Games(Fortnite) to its client roster.