Pinnington and Ashton have worked together as creative consultants since 2008. They will report to Wain Choi, Cheil’s global vice-president and executive creative director.
While freelancing at Cheil previously, Pinnington and Ashton created a 2012 Olympics ad for Samsung.
The pair have also worked at major UK agencies including Abbott Mead Vickers BBDO and DDB UK.
Pinnington has had stints at Ogilvy & Mather and Collett Dickenson Pearce, handling clients including Historic Royal Palaces and Honda. Ashton began his career as a copywriter at the Formula One team McLaren and, at 29, became one of DDB’s youngest creative directors.
Ashton said: "We’ve had the fortune to learn from many creative directors, so we aim to use this varied experience to get the most out of the talented teams here."