Saatchi and Saatchi and Delaney Fletcher Bozell are standing by for
a winner-takes-all pitch on the estimated pounds 5 million centralised
UK Samsung Electronics account.
Full-service pitches for the pooled business will start next week
between the two agencies and their media affiliates, Zenith and 20/20
The review will cover Samsung’s three main divisions - consumer,
computers and telecoms - as the electronics giant aims for a more
Delaney Fletcher and 20/20 currently handle the computers and telecoms
business, while Saatchis and Zenith look after the consumer account.
A pounds 10 million pan-European corporate campaign, which was won by
Saatchis in a pitch against Bozell Worldwide late last year, is now
believed to be dormant.
The push was an attempt by the Korea-based Samsung to take on its
Japanese rivals, Sony and Panasonic. Work was due to break early this
year with local budgets on hold as the company addressed the umbrella
branding issue in its first pan-European corporate push.
The budget has now been reallocated and Bozell remains the agency of
record for various Samsung products in Italy, France, Spain and
Samsung, which is in the top 20 biggest companies in the world, bases
much of its business on the manufacture of semi-conductors. But the
market has recently collapsed in the Far-East and the electronics giant
is keen to consolidate other areas of business.
Samsung appointed Hans Mastenbroek as its European marketing director
last year. He is believed to have initiated the pan-European push, but
the focus has now shifted to the UK.