Starcom MediaVest will continue to handle the brand’s media business and existing global creative shops, CHI & Partners, and US agency 72andSunny will also continue to be part of the roster.
Cheil Worldwide and Leo Burnett retain the company’s global network business.
The announcement comes after a global advertising and media review, which began in December, following the appointment of chief marketing officer, S.P. Kim. Kim was previously chief executive of Samsung Electronics Europe. The pitch process was handled by R3.
Publicis-owned Starcom MediaVest retained the business after a pitch against WPP’s Group M and Interpublic Group Mediabrand’s BPN.
Incumbents CHI & Partners, which is the global creative agency of record for Samsung’s TV division and 72andSunny, which handles a range of work in North America, each hold onto their chunks of business. Joining them are BBH and Wieden & Kennedy, who will work on creating flagship campaigns for as yet undisclosed pieces of Samsung’s business.
Leo Burnett and Cheil Worldwide retain their positions as global network agencies. They will also handle portions of global creative work for Samsung’s home appliances division. They won the business against Grey and FCB.
Publicis Groupe-owned Rosetta has also been added to Samsung’s digital roster, and joins Sid Lee and R/GA, who each already handle some of Samsung’ digital work.
Samsung Electronics is arranged across three main divisions, TV, home appliances and mobile (including tablets). In 2013, the company spent more than US $11 billion on advertising and sales promotion, according to its annual report.