The technology company is believed to have selected the agency after a pitch against DDB and the roster agencies 72andSunny and Cheil. There is no incumbent on the account.
CHI & Partners was recently appointed as the global digital and experiential agency for Samsung’s TV division. It already handled global above-the-line advertising.
Leo Burnett declined to comment. Samsung did not respond to requests for comment.
In October last year, Bartle Bogle Hegarty and Wieden & Kennedy were added to Samsung’s global roster, which also includes 72andSunny, Cheil and Leo Burnett, after a pitch.
Samsung is divided into its mobile phones, TVs and home appliances. The company has announced plans to invest in "Internet of Things" technology and expand its range of connected products.