Culminating its global review for advertising partners, Samsung Electronics has retained its roster agencies Starcom Worldwide and Leo Burnett for the share of the pie that the agencies were handling. It is however understood that Samsung has also added BBH and Wieden & Kennedy to its creative roster.
The development will not affect markets such as India, where the business is handled by the IPG Mediabrands & Cheil Worldwide combine.
Even as Samsung officials did not respond to Digital Market Asia’s queries at the time of filing the story, sources familiar with the development have confirmed the move stating that the contract has been signed for a three-year period.
As is known, Samsung initiated the global pitch in April of 2014, which was accompanied with several regional pitches.