Samsung puts pounds 5m account in ring for head-to-head fight

Saatchi and Saatchi and Delaney Fletcher Bozell are standing by for a winner-takes-all pitch on the estimated pounds 5 million centralised UK Samsung Electronics account.

Saatchi and Saatchi and Delaney Fletcher Bozell are standing by for

a winner-takes-all pitch on the estimated pounds 5 million centralised

UK Samsung Electronics account.



Full-service pitches for the pooled business will start next week

between the two agencies and their media affiliates, Zenith and 20/20

Media.



The review will cover Samsung’s three main divisions - consumer,

computers and telecoms - as the electronics giant aims for a more

coherent approach.



Delaney Fletcher and 20/20 currently handle the computers and telecoms

business, while Saatchis and Zenith look after the consumer account.



A pounds 10 million pan-European corporate campaign, which was won by

Saatchis in a pitch against Bozell Worldwide late last year, is now

believed to be dormant.



The push was an attempt by the Korea-based Samsung to take on its

Japanese rivals, Sony and Panasonic. Work was due to break early this

year with local budgets on hold as the company addressed the umbrella

branding issue in its first pan-European corporate push.



The budget has now been reallocated and Bozell remains the agency of

record for various Samsung products in Italy, France, Spain and

Portugal.



Samsung, which is in the top 20 biggest companies in the world, bases

much of its business on the manufacture of semi-conductors. But the

market has recently collapsed in the Far-East and the electronics giant

is keen to consolidate other areas of business.



Samsung appointed Hans Mastenbroek as its European marketing director

last year. He is believed to have initiated the pan-European push, but

the focus has now shifted to the UK.