Samsung hands £6m IT division job to HTW

LONDON – Samsung Electronics has awarded the £6m direct marketing account for its IT division to Harrison Troughton Wunderman.

The brief covers all aspects of below-the-line activity, from press and mailings to data and telemarketing. The agency's first project will be the roll-out of an integrated campaign.

Samsung, best-known in the UK for its mobile phone operations, is one of the world's biggest producers of colour monitors, colour TVs, memory chips and TFT-LCDs.

The Korean firm comprises five main operating units: Digital Appliance Business, Digital Media Business, LCD Business, Semiconductor Business and Telecommunication Network Business.

The company revealed last week that it intends to speed up its plans to standardise on 40in and 46in LCD panels, bringing them to the mass market earlier than expected and strengthening its foot-hold in the wider electronics market.

Backing this broader offering, Samsung's £50m shirt sponsorship of Premier League champions Chelsea makes it the club's exclusive partner in the mobile phone, AV, white goods and IT equipment sectors.

The brand is seeking to bolster its position in the IT market, and HTW's appointment follows work the agency completed on consumer projects for the brand.

The win completes a mixed few months for HTW. It has picked up the global Rolls-Royce marketing account, but its relationship with Loyalty scheme Nectar came to an end after Loyalty Management UK moved its £2.6m direct marketing account into Barraclough Edwards Chamberlain.

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