CHI & Partners beat Cheil in the pitch. Samsung’s in-house team ran the review.
There is no incumbent on the account. Samsung previously used a number of agencies on a country-by-country basis for digital and social campaigns relating to its range of TVs.
TV is one of Samsung’s three main divisions, along with home appliances and mobile (including tablet).
CHI & Partners already handles the global above-the-line advertising business for the TV division. The agency has worked with the brand since 2007, when it won a brief to create a press and poster campaign for a new flatscreen TV.
In October 2014, Samsung added Bartle Bogle Hegarty and Wieden & Kennedy to its global roster after a competitive pitch.
CHI declined to comment. Samsung did not respond to requests for comment.