CHI nets Samsung TV branding task

LONDON - Samsung has hired CHI & Partners to create the first global brand-building campaign for its range of televisions.

CHI nets Samsung TV branding task

The agency won the business after a pitch against the fellow roster shops Leo Burnett and Beattie McGuinness Bungay in partnership with Cheil Worldwide.

Samsung has a 21.9 per cent share of the global TV market, and is the market leader by far, but does not have the brand strength enjoyed by competitors such as Sony or LG.

The brand campaign, which is due to break in the first half of next year, is expected to include TV, outdoor, press and digital activity.

Mikah Martin-Cruz, who joined Samsung as its UK marketing director last year, handled the review.

Leo Burnett became the company's incumbent global agency in 2005. However, Samsung has since used some of its regional roster agencies to launch specific products.
Earlier this year, CHI was appointed to handle a $75 million global advertising campaign to launch the brand's Genio range of mobile phone handsets.