Emily Tan
Oct 3, 2014

LB, Cheil and Starcom retain Samsung APAC, BBH and W&K added to roster

ASIA-PACIFIC - At the conclusion of Samsung's long-running global agency review, the Korean brand has stayed with its incumbent agencies in the region, but added BBH and Wieden & Kennedy to the roster.

Samsung has added BBH and Wieden + Kennedy to its agency roster
Samsung has added BBH and Wieden + Kennedy to its agency roster

Starcom MediaVest will continue handling Samsung's media business globally after defending a pitch against WPP's GroupM and IPG's BPN reported Campaign UK

Leo Burnett and Cheil Worldwide will stay on as the brand's lead creative agencies in the region.

Globally, as a group, Publicis has retained and won the bulk of the business with Samsung keeping on Leo Burnett, Starcom and adding BBH and digital agency Rosetta. According to Campaign UK, BBH and Wieden & Kennedy have been appointed to work on "flagship campaigns for as yet undisclosed pieces of Samsung's business."

CHI & Partners held on to its global remit for Samsung's TV division and 71andSunny stays on in North America. Sid Lee and R/GA have also been retained as digital agencies. 

All agencies approached, and consultancy R3 which handled the pitch, declined to comment for the article. 

The pitch was first announced in December 2013 following the appointment of current CMO, S.P. Kim. Initially, Samsung was looking to hand all of its US$14 billion creative and media account to a single holding group which saw Cheil Worldwide investing heavily to build up its capabilities in media. However, in June, Samsung reversed its decision and decided instead to seek 'best-in-class' agencies.  


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