Samsung picks VCCP to promote Chelsea FC deal

LONDON - Samsung has hired Vallance Carruthers Coleman Priest to create a global campaign in support of its £50m sponsorship of Chelsea Football Club.

It is understood that VCCP, which was acquired by Chime Communications at the end of last month, will work alongside Samsung's creative agency, Cheil Communications.

VCCP was appointed following a competitive pitch. It is not known whether WPP, which won Samsung's global ad business last November, was involved.

Samsung is planning a major TV campaign to back the five-year sponsorship, which VCCP will develop. It is expected to run in several countries.

Creative is likely to feature several Chelsea footballers and have a special focus on Chinese, US and Russian markets, where both companies are trying to boost their profile.

Samsung fought off global brands such as Nokia and Sony to land the shirt sponsorship, which replaces Chelsea's previous deal with Emirates. It will take effect in the coming season.

Samsung will use the sponsorship for its mobile business.

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