Samsung Seeks Single Agency for Pounds 23m Task

Marketing, October 28, 2009 | Go to article overview

Samsung Seeks Single Agency for Pounds 23m Task


Samsung Electronics is reviewing its pounds 23m UK ad account, with the aim of consolidating its brand and product advertising work for 2010 into a single retained agency.

Marketing director Mikah Martin-Cruz is leading the review, which will involve Samsung's current agencies CHI & Partners, Beattie McGuinness Bungay (BMB) and Grey London. Samsung's relationship with its media agency, Starcom, will not be affected.

Samsung has long been expected to move its ad business into BMB following the agency's sale of a stake to Korean agency Cheil, last year. Samsung said it would continue to work with Cheil, which is part of the Samsung Group, alongside the appointed agency.

The electronics company's UK marketing campaigns are increasingly being used for its global product launches. Martin-Cruz added that he was pushing for a 'double-digit' increase in the brand's 2010 UK marketing budget.

Samsung's marketing strategy for the next year will focus on a repositioning based on the idea of 'possibilities', and include a fresh strapline. …

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Samsung Seeks Single Agency for Pounds 23m Task
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