Any Unknown or Unlisted Aircraft Manufacturer
Air Traffic Control Fully Certified
Air Traffic Control Time Certified In Pos 1 (mon) 4
Workload; Troubleshooting; Confusion; Communication Breakdown; Time Pressure
ATC Issue All Types; Deviation - Track / Heading All Types; Deviation / Discrepancy - Procedural Clearance
Air Traffic Control Issued New Clearance
Environment - Non Weather Related; Procedure; Human Factors
I was working Local on east flow departing Runway 10L.  I cleared Aircraft X for takeoff with a right turn heading 110.  Aircraft X read back turn left heading 110 cleared for takeoff.  I told him; negative a right turn; Right turn heading 110 Runway 10L cleared for takeoff.  Aircraft X departs and as I look up; he is turning to the left.  I tell him turn right heading 110 but there is no answer.  I called to East departures and ask if they are talking to Aircraft X and they were. Aircraft X changed before he was instructed to.  Thankfully there was no one departing off 9R that was affected.There needs to be some sort of procedure change in departures on east flow.  I also believe since we just opened a new runway this will become a problem on west flow also.  It is a known problem with planes turning the wrong way and this is the second time in the last couple of months that I have been a part of.  I am on a CWG (Controller Work Group) that is supposed to figure out ways to mitigate this however this group is never given time to meet. The other Controller in the group has filed multiple reports stating we cannot get time to meet.  Again; this is a known problem and no one is doing anything about it.
Went to departure frequency mistakenly on someone else's call sign and thereby missed tower's call to turn to a heading.Suggestions - Listening closer to call signs and not be so quick on the radio.
ORD Tower Controller and a flight crew reported the crew departed from a recently constructed runway; turned the wrong direction and contacted the wrong Departure Controller. The reporter states this is a recurring issue.