SOOP affiliate PlayD expanded its creative organisation to division level and reorganised into a four-division structure. It will also broaden its business areas, including branding and game marketing, in line with SOOP's planned launch of an integrated advertising and marketing brand in the second half of the year.

PlayD said on Sept. 14 it hired creative director Heo Ik-seo (허익서) and is operating a four-division system comprising the Marketing Division, Growth Strategy Division, Creative Solutions Division and Management Planning Division.

Heo is a creative director with 20 years of experience, having produced campaigns including McDonald's "Big Mac Song". He worked at foreign and digital agencies, and most recently led the production division at Serviceplan Korea. He has also won Cannes Lions Titanium and a Grand Prix.

PlayD elevated its existing creative organisation to the Creative Solutions Division and put Heo in overall charge. The company plans to combine brand strategy and campaign production capabilities with its existing AI and data-based performance marketing business.

The company also readjusted roles by organisation. The Marketing Division reinforced staffing in branding campaigns and game marketing and set up dedicated teams. The Growth Strategy Division will handle the media and solution business, while the Management Planning Division will be responsible for group collaboration, strategic investment and preparing new businesses.

The Management Planning Division is led by division head Song Gi-baek (송기백), who participated in SOOP's acquisition of PlayD last year. The Marketing Division is headed by Choi Hyun-seok (최현석), and the Growth Strategy Division is led by Yoo Jae-shin (유재신).

The reorganisation is also linked to SOOP's planned launch of an integrated advertising and marketing brand in the second half of the year. PlayD plans to expand its business scope within the integrated brand to include creative work, branding and game marketing, as well as digital performance marketing.

PlayD Chief Executive Cho Myung-jin (조명진) said, "By strengthening creative and game marketing capabilities, we have laid the foundation to expand beyond AI-based performance marketing into a business linked to branding." He added, "Through collaboration with SOOP and group companies, we will broaden the scope of our advertising and marketing business."