PlayD Appoints Heo Ikseo as Chief Creative Director... Launches Four-Division Structure

Accelerating the Launch of SOOP Integrated Brand

PlayD announced on September 14 that it will officially begin operating its new four-division structure, coinciding with the recruitment of Heo Ikseo as the Chief Creative Director. PlayD is an artificial intelligence (AI) marketing subsidiary of SOOP.

Key Executives of Plady. Provided by SOOP

Director Heo is a veteran creative director with a 20-year career, known for planning major hit campaigns such as McDonald's "Big Mac Song," and for winning the Titanium and Grand Prix awards at the world's most prestigious international advertising festival, "Cannes Lions." Most recently, he served as Head of Production at Serviceplan Korea and ranked third in the "2024 Top Award-Winning Creative Director in Korea" list.

In this new role, Director Heo will lead the Creative Solution Division, which has been elevated to a division-level unit. PlayD restructured its organization around four main divisions—the Marketing Division, Growth Strategy Division, Creative Solution Division, and Strategy & Operations Division—in order to enhance its expertise in integrated marketing creative fields.

Song Kibaek, Head of the Strategy & Operations Division, who played a leading role in SOOP's acquisition of PlayD, joined the company earlier this year and is currently focusing on creating group synergy while preparing various strategic investments and new business initiatives. The Marketing Division is led by Choi Hyunseok, while the Growth Strategy Division, overseeing media and solution work, is headed by Yoo Jaeshin. Together, they are accelerating the launch of new business ventures as a key pillar of SOOP's integrated advertising and marketing brand strategy for the second half of 2026.

Jung Myungjin, CEO of PlayD, stated, "By strengthening our creative and game marketing capabilities, we have established a foundation to expand our business beyond AI-driven performance marketing into branding and other new business areas. Based on the synergy between SOOP and our group companies, we will broaden the scope of our advertising and marketing operations and strengthen our competitiveness as a differentiated AI marketing partner."

This content was produced with the assistance of AI translation services.