LONDON - Samsung Electronics is reviewing its £23m UK ad account, with the aim of consolidating its brand and product advertising work for 2010 into a single retained agency.
Marketing director Mikah Martin-Cruz is leading the review, which will involve Samsung's current agencies CHI & Partners, Beattie McGuinness Bungay (BMB) and Grey London. Samsung's relationship with its media agency, Starcom, will not be affected.
Samsung has long been expected to move its ad business into BMB following the agency's sale of a stake to Korean agency Cheil, last year. Samsung said it would continue to work with Cheil, which is part of the Samsung Group, alongside the appointed agency.
The electronics company's UK marketing campaigns are increasingly being used for its global product launches. Martin-Cruz added that he was pushing for a 'double-digit' increase in the brand's 2010 UK marketing budget.
Samsung's marketing strategy for the next year will focus on a repositioning based on the idea of 'possibilities', and include a fresh strapline.
The brand's recent ad campaigns have not featured an overarching tagline. To date, the company has held individual pitches for each of its global product launch campaigns.
Grey London developed the recent 'Impatience is a virtue' push for its Jet mobile phone, while CHI & Partners created the 'What colour is your life?' drive for the brand's Genio mobile. BMB has created campaigns for its Beat and Ultra Touch phones; Samsung is also running ads for its LED TVs.
Martin-Cruz said Samsung was looking to deliver 'consistent' brand messages across its product ranges, adding that he intended to appoint a new agency 'quickly', with the aim of rolling out the first ads in its fresh strategy in April 2010.
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