The account was previously split between Initiative and Carat. Carat handled £5.5m of the media spend which covered UK specific advertising for products including mobile phones, computers, TVs and fridge freezers.
Initiative won the consolidated account without a pitch after working on pan-European assignments for Samsung. Its role was to plan and buy occasional projects that ran across Europe, the most recent of which was Samsung's "eurocities" outdoor campaign that ran in January.
Initiative's appointment is designed to encourage closer integration of UK and international campaigns. Creative for Samsung will continue to be developed internationally by FCB. Cheil Communications works with Samsung on putting agencies in place.
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