Leo B wins Samsung Visual Display creative acc’t

The Chicago-based
agency is tasked with
global brand positioning,
integrated communications
strategy, and creative
for the electronics

Leo Burnett announced July 30 it has been appointed as the lead agency solution for Samsung’s global Visual Display business, following a competitive pitch. Starcom will provide media planning and buying expertise, given its role as Samsung’s global media AOR.

Adam&EveDDB previously handled creative for the U.S. and UK.

The agency attributes the news to the capabilities of the Power of One and the value of integrated creative and media offerings across Publicis Groupe agencies.

“Samsung Electronics has been working with Publicis Groupe agencies for more than a decade and we are thrilled to grow our successful partnership,” said Songha Ji, Vice President of Visual Display, Samsung Electronics. “Publicis Groupe’s creative track record and expansive geographic reach are key to our success as we create work that is globally relevant for the Visual Display business.”

Mark Tutssel, Executive Chairman and CCO added, “We live in a golden age of content in which the screen reigns supreme. It’s a great honor and tremendous privilege to partner with a team that has the vision and ambition to lead the visual display category, and to create real human value in the process.”

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Burnett was the first Publicis Groupe agency to join the Samsung roster in 2004 and has worked across much of the business since that time, notably the Mobile Division and Global Marketing Center, as well as focusing on individual markets around the world.

This lucrative partnership has resulted in numerous awards in recent years for work including “Ostrich” and “Anthem,” which introduced the current “Do What You Can’t” campaign, launched during the 2016 Rio Olympics. Samsung was named “Creative Marketer of the Year” at the Cannes Lions International Festival of Creativity in 2016.

“Today’s announcement demonstrates that Publicis Groupe agencies are strongest when they offer clients an integrated solution that represents The Power of One,” said Matt Blackborn, Samsung Global Client Leader, Publicis Groupe. “We are tremendously grateful for the opportunity to expand our relationship with Samsung and to develop ever-more integrated and impactful work for one of our longstanding clients.”

Publicis Groupe agencies’ work with Samsung spans more than 75 markets worldwide. Samsung spent $27 million on measured media for its TV division last year in the U.S., according to Kantar Media.

New work supporting Samsung’s QLED TVs will launch in early 2019.

Source: MSL Group

Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.