Grey won the business in a shootout against the incumbent, which won the global AOR in 2000, and several local shops.
Bob Smith, chief executive officer of Grey Global Group Indonesia, said the agency, MediaCom, Grey Direct and its retail marketing and sales promotion unit G2 will handle the assignment. "We have been given the electronics part of the business, but it is not confirmed yet what it includes. It will either be the branded goods, such as television and radio, or white goods, said Smith.
Samsung's brands include Piano and Champ televisions, Masterpiece and Silvia refrigerators and Samsung washing machines. Grey's appointment is effective immediately, however, it will begin work on the account in January. Smith said the agency aimed to build a perception of Samsung products as premium brands.
He added that communication would include advertising, POS material, sales kits, brochures, events, sales promotions, direct marketing, dealer promotions and viral marketing.
