New Samsung chief to lead Europe push

Samsung Electronics has appointed Hans Mastenbroek as its new European marketing director. His first task will be to argue for an increase in the South Korean company’s marketing spend in Europe, which could top 30m.

Samsung is in the process of building its brand globally through a 17m poster, press and TV campaign. But 70 per cent of the budget is concentrated in Asia and Far Eastern markets. One source says that the company intends to have its brand as well known as Sony in Europe by the end of the century.

Mastenbroek’s task will be to secure the advertising budget to achieve that. He joins from Hitachi where he was marketing director home electronics Europe.

The source says: “Mastenbroek will have these discussions with the board in Korea. And the size of the spend he gets them to agree to will show how important Samsung sees its European profile. He should be looking for a pan-European budget of about 30m.”

Sony has an estimated 12m annual spend in the UK. In contrast Samsung spent 2.2m in the UK last year (Register-MEAL).

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