Samsung Electronics has picked Leo Burnett to lead its visual display business, expanding its relationship with the agency in a move that owner Publicis Groupe will be hoping underscores the appeal of its 'power of one' ideal.
Leo Burnett will now team up with Samsung's media agency of record, Starcom, to promote Samsung's screen technology arm. Both agencies have been tasked with delivering a global brand positioning, integrated communications strategy and creative for the Southern Korean giant.
Previously, Adam&EveDDB handled Samsung visual display in the US and UK.
Songha Ji, vice-president of visual display at Samsung Electronics, said: “Samsung Electronics has been working with Publicis Groupe agencies for more than a decade and we are thrilled to grow our successful partnership.
“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 chief creative officer, Leo Burnett Worldwide hailed the “golden age of content” which as he said, is driven by screens like those the agency will be promoting.
“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.”
Leo Burnett first took on its first Samsung role in 2004 and has since had involvement across many parts of the business, largely concentrated in the mobile global marketing businesses. Now it delivers Samsung work in 75 markets.
The creative shop's tie-up with Starcom fits in with Publicis Groupe's 'power of one' business model that focuses on integrated marketing at scale.