Modem Media joins Samsung roster

Samsung is understood to have appointed Modem Media to its digital marketing roster following a competitive pitch against undisclosed agencies.

Modem will work on an initial project for the electronics giant to redesign its UK website and promote the change with online advertising. The brief is expected to expand to include more online advertising and strategic services.

Samsung has worked with a number of different digital agencies, including AKQA and AI London. It has also created some of its digital marketing in-house.

In July, Samsung's mobile division launched the company's first ever viral campaign. The work, a penalty shoot- out game called "kickin' the balls", was designed to drive registration to the Samsung Fun Club, an online area that gives members access to mobile content, events, music offers and competitions.

This year it also worked with the Mobile Interactive Group to create an attraction at Madame Tussauds called World At Your Feet. Visitors recorded commentaries for classic England goals.

Although it has updated its website to include photo-blogging tools and rich- media product demos, Samsung has been more active in digital marketing outside the UK. In January, it launched an online initiative called Anyfilms, which hosts films produced by young Hollywood directors, and allows viewers to influence how the stories end.

Samsung denied the appointment. Modem Media declined to comment.