Such a move would consolidate Samsung’s creative and media accounts with one network. “Ever since Leo Burnett won Samsung (in 2005), Starcom’s been chasing it down,” said a source.
So far, Starcom has been restricted from courting Samsung due to its conflicting Sony account in Asia-Pacific, which is currently split between Starcom, ZenithOptimedia and Dentsu.
For the Sony review, Zenith will be joined by MPG, OMD, Universal McCann and MEC, according to sources.
The full service brief, estimated at US$150 million, spans several Sony divisions and consolidates media across Asia-Pacific, China and India. Local-level pitches start in September. A final decision is expected in October.
