Samsung Australia awards media account to Publicis Groupe
As part of the restructuring, Cheil will continue overseeing Samsung's creative work in Australia,
Samsung Electronics Australia has appointed Publicis Groupe as its new media agency following a competitive agency review, marking a significant change to its local marketing roster while expanding the role of creative agency Cheil.
The appointment aligns Samsung Australia's media operations with the company's global agency structure, where Publicis Groupe already serves as the media agency of record across many international markets. The decision brings an end to Clemenger BBDO's seven-year tenure handling both the electronics giant's media and creative responsibilities in Australia.
As part of the restructuring, Cheil will continue overseeing Samsung's creative work in Australia, but with a broader remit. The agency, which has long supported Samsung's global marketing efforts, will now serve as the brand's sole creative partner in the Australian market.
Samsung Australia confirmed that the agency review has concluded, thanking all participating agencies for their involvement. The company also welcomed Publicis Groupe into its local agency network while reaffirming that its wider marketing ecosystem will continue to include specialist partners across multiple disciplines.
Publicis Groupe ANZ Chief Executive Officer Michael Rebelo described the appointment as an opportunity to strengthen Samsung's business growth through the group's integrated capabilities. He said the partnership comes at an exciting time for both organisations and will leverage Publicis' connected services to support Samsung's ambitions across its Australian operations.
The account win further strengthens Publicis Groupe's position in the Australian market, adding one of the country's largest consumer electronics advertisers to its portfolio. The move also reflects Samsung's continued strategy of aligning regional agency partnerships with its global marketing framework while simplifying its creative operations under a single lead agency.
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