Samsung has briefed two agencies about a massive branding campaign that
it is planning to launch across Europe in a make-or-break move to take
on its big Japanese rivals, Sony and Panasonic.
The Korean electronics giant is understood to have earmarked extra
advertising funds - estimated at as much as pounds 10 million - for
what will be its first pan-European branding initiative.
Saatchi and Saatchi and Bozell Worldwide are thought to have been asked
for ideas for a campaign, which is expected to break before the end of
1996. Presentations will be held throughout June, with a decision due by
the end of the month.
The marketing drive is being masterminded by Sungsu Park, a deputy
director of Samsung Europe, which recently moved its headquarters from
Germany to London. The presentations will be held in London.
Both Saatchis and Bozell are well-known to Samsung. Delaney Fletcher
Bozell handles mobile telephones and office equipment for the group in
the UK, while Saatchis produces ads for Samsung’s TVs, camcorders and
microwaves. Both agencies work for the conglomerate across Europe.