The World: Kuala Lumpur - Cheil Worldwide set to close Malaysia branch

Cheil Worldwide is poised to close its operation in Malaysia as part of a global restructure.

Sources at the agency's headquarters in Seoul say the decision was in line with the network's planned focus on other regional markets. Apart from handling work for Cheil's flagship client, the electronics giant Samsung, Cheil Malaysia's key account is U Mobile, a 3G service provider - but the business was put up for review in April.

The move comes 18 months after Cheil hired Bruce Haines, the former group chief executive of Leo Burnett in London, to relaunch the network as a global marketing services group.

Cheil has based its operations on the servicing of Samsung as its in-house ad facility. However, it has suffered from a weak creative reputation outside Korea.