[Edaily Reporter Lee So-Hyun ] PlayD Co., Ltd., a subsidiary of SOOP(067160), has appointed a Chief Creative Officer and is fully launching its four-division structure. Following its integration into SOOP, the company plans to expand its business scope beyond AI-based performance marketing to include brand campaigns, game marketing, and creative services.

AI marketing partner PlayD Co., Ltd. announced on the 14th that it has appointed Heo Ik-seo as Chief Creative Director (CD) and completed its organizational restructuring.

CD Heo is a creative director with 20 years of experience who has created major campaigns such as McDonald’s “Big Mac Song.” He is a Cannes Lions Titanium & Grand Prix winner and has worked at both international and digital agencies. Most recently, he oversaw the Production Division at Serviceplan Korea.

PlayD Co., Ltd. has appointed CD Heo as the head of its Creative Solutions Division. The company plans to elevate its existing creative organization to a division-level unit to strengthen its integrated marketing and creative capabilities, encompassing brand strategy and campaigns as a whole.

PlayD Co., Ltd. has traditionally focused on AI and data-driven digital performance marketing. With this organizational restructuring, the company intends to expand its advertising and marketing business by combining creativity and brand strategy with performance marketing.

Organizational Restructuring into a Four-Division System

Through this reorganization, PlayD Co., Ltd. has established a four-division structure comprising the △Marketing Division, △Growth Strategy Division, △Creative Solutions Division, and △Corporate Planning Division.

The Marketing Division is led by Division Head Choi Hyun-seok. The company has recruited top-tier talent—experts in branding campaigns and game marketing—and established dedicated teams to enhance the expertise of its existing digital marketing operations.

The Growth Strategy Division is headed by Division Head Yoo Jae-shin. He oversees the media and solutions businesses, driving efforts to strengthen competitiveness in the company’s core business and expand into new ventures.

The Corporate Planning Division is led by Division Head Song Ki-baek. Division Head Song spearheaded SOOP’s acquisition of PlayD Co., Ltd. last year and joined PlayD Co., Ltd. earlier this year. He is preparing to generate group synergies, pursue strategic investments, and develop new businesses.

PlayD Co., Ltd. plans to enhance the competitiveness of its existing advertising business through collaboration among the four divisions, while also accelerating its entry into new businesses in alignment with the launch of SOOP’s integrated advertising and marketing brand, scheduled for the second half of the year.

Cho Myung-jin, CEO of PlayD Co., Ltd., stated, “We have established a foundation that allows us to expand our business scope beyond AI-based performance marketing to include new ventures linked to branding, while strengthening our creative and game marketing capabilities.” He added, “Based on organic collaboration among the four divisions and synergies with SOOP and other group companies, we will broaden the scope of our advertising and marketing business and strengthen our competitiveness as a differentiated AI marketing partner.”