Samsung has awarded its media account to Publicis Groupe and broadened the remit of creative agency Cheil, following a competitive roster review, Mediaweek can reveal.
Clemenger BBDO was the incumbent on both accounts but did not progress to the final round of the review.
Cheil, which has also handled creative for Samsung in the Australian market, will now become the electronics giant’s sole creative agency.
Samsung confirms review outcome
A Samsung Electronics Australia spokesperson confirmed the process had concluded.
“Samsung Australia recognises the efforts of every participating agency in its recent roster review, and can confirm the process has now concluded,” the spokesperson said. “We welcome Samsung’s global media agency of record, Publicis Groupe to the local agency village; and can confirm Cheil will continue creative work alongside our existing roster that spans a number of disciplines.”
The spokesperson also thanked the outgoing incumbent. “We would also like to extend our gratitude to the incumbent, Clemenger Group, for a successful seven years of partnership, and wish the entire team every future success.”
Publicis Groupe welcomes the win
Michael Rebelo, Publicis Groupe ANZ CEO, said the appointment came at a significant time for both companies.
“We’re thrilled to partner with Samsung at a particularly exciting time for both organisations,” Rebelo said. “We look forward to bringing the full power of Publicis Groupe Australia’s connected capabilities to help unlock growth across the entire Samsung Australia enterprise.”
Cheil to continue as sole creative partner
Marvin Park, CEO of Cheil Australia, said the agency’s deep familiarity with Samsung’s business underpinned the expanded relationship.
“We’re thrilled to continue our work with Samsung Australia, as we believe no other agency understands Samsung’s business the way we do,” Park said. “This is what true partnership looks like.”
Main image: Samsung