The news comes at a troubling time for the company, which this week had to end production of its latest smartphone, the Galaxy Note 7, over safety concerns about "exploding" batteries.
Samsung is believed to want one agency to oversee pan-European work to ensure greater creative consistency and quality control in campaigns for all parts of its business, including home appliances, phones, tablets and TVs.
The company is holding chemistry meetings with several agencies, including ones not on its roster, next week. Samsung works with several agencies globally, including 72andSunny, Bartle Bogle Hegarty, Cheil, CHI & Partners, Leo Burnett and Wieden & Kennedy.
Samsung chief marketing officer David Lowes, who joined at the start of the year, is leading the pitch. Oystercatchers is handling the process. Samsung was unavailable for comment.
At the same time, Samsung is holding a creative review for its home appliances in the US. It is believed to have spoken to UK agencies, including Adam & Eve/DDB, about the brief.