According to sources here at Cannes, Samsung is now looking for 'best-in-class' agencies in every category.
The global account, which would have brought a single winner a reported $14 billion, has seen incumbent agency Cheil investing heavily in media technology to stand a chance at winning the entire pie.
In Asia-Pacific, Cheil manages most of Samsung's business in China, while it shares Southeast Asia with Leo Burnett. Media-wise, Starcom MediaVest has the account throughout the region with the exception of India, where IPG Mediabrands' Lodestar holds the account.
The pitch, which is being managed by R3, is expected to draw to a close in about two months.