Incumbent MindShare, which received the consolidated global account in 2004, is expected to face off against Starcom, whose sister agency Leo Burnett handles Samsung’s global creative account.
Starcom has been previously unable to pitch for the Samsung business due to its conflicting Sony account in several Asian markets, but now that Sony’s regional pitch is underway without Starcom’s presence in the roster, the Publicis agency is free to bid for Samsung.
The first stage of the pitch is scheduled for mid-October, according to sources.
