Leo Burnett today announced 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 agency of record. Today's news demonstrates 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."
The agencies are tasked with global brand positioning, integrated communications strategy and creative. New work supporting Samsung's QLED TVs will launch in early 2019.
"We live in a golden age of content in which the screen reigns supreme," said Mark Tutssel, executive chairman and chief creative officer, Leo Burnett Worldwide. "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 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 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.