FCB under threat as Samsung gears up for £300m overhaul

Samsung, the consumer electronics giant, has put its global brand agency Foote Cone & Belding on alert as it prepares to review its £300 million global creative account.

Samsung, which competes against the likes of Sony and Nokia, has been conducting a review of its brand positioning. It is looking to replace its "DigitAll: everyone's invited" strapline with the aim of making it a more premium brand. It is understood that FCB has struggled to crack the brief.

FCB produces overarching brand work for global and regional campaigns, while the Korean agency Cheil Communications, which is unaffected by the review, is responsible for producing local campaigns and adapting some of the international work for local markets. Cheil is a Samsung subsidiary.

In May, Samsung consolidated its £10 million media planning and buying account for the UK into Initiative.

The account was previously split between Initiative and Carat. Carat handled £5.5 million of the media spend, which covered UK-specific advertising for electronic products including mobile phones, computers, televisions and fridge freezers.

Initiative won the consolidated account without a pitch after working on pan-European assignments.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).