Sources says Burnett will handle consumer electronics, while TBWA has the mobile phone and corporate business. The two agencies reportedly pitched for the business against JWT and BBDO Guerrero Ortega. Three months ago, Samsung appointed WPP agencies to provide global marketing programmes.
Sources speculate that Samsung Philippines wanted a more creative agency to burnish the brand's image. TBWA, Burnett and BBDO, are among the most creative shops in the Philippines, going by their performance in local award shows. After confirming the winning agencies and their respective assignments, Paquito Roque, head of Samsung Philippines' marketing division, declined further comment. According to sources, the incumbent was Gallardo & Associates.
Samsung hands Philippine briefs to TBWA, Burnett
Samsung Philippines has awarded its local business to two agencies, TBWA\Santiago Mangada Puno and Leo Burnett, three months after WPP won the brand's global pitch.