The pitch is likely to see GroupM agency MindShare, the incumbent on the business, battle Publicis Groupe’s Starcom for the global account. Samsung consolidated the account with MindShare in 2004.
Requests for proposals are believed to have been sent out. According to sources, the RFPs have asked agencies to submit proposals for ideas, insights and innovation.
The first stage of the pitch should take place in mid-October at Samsung’s HQ in Seoul. “Samsung currently works with multiple media agencies and requests for consultation take place on a regular basis,” said a Samsung spokesperson, commenting on the pitch.
“With Publicis’ Leo Burnett handling Samsung’s creative since 2004, the group has been keen to bring the account under the parent. It’s believed that they have been pushing the client to instigate this review,” noted one source.
“Until recently, Starcom wasn’t able to pitch because of the Sony connection.”
Starcom is already believed to handle Samsung projects in the UK, based on its proficiency in MCA research. Meanwhile, the regional Sony review, which includes Publicis agency ZenithOptimedia, OMD, MPG, Universal McCann and MEC, according to sources, is drawing to a close.
Market meetings have wrapped up in Southeast Asia, and Sony is now visiting offices in North Asia before a final review in Japan.