Haines, the former group chief executive of Leo Burnett, will oversee a series of ambitious plans, including the acquisition of advertising, digital and media agencies, and the opening of new offices worldwide.
Haines, who joins Cheil's Seoul head office in April as its global chief operating officer, plans to build a presence in London and New York, before moving into the rest of the US and Western Europe.
He will report to Nack-Hoi Kim, Cheil's president, and Sun Jong Chung, its executive vice-president and head of its global division.
Kim said: "We expect Bruce to be a magnet for the best creative, planning and account handling talent from all over the world."
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