JC Decaux snatches 20m Samsung

Samsung has consolidated its estimated £20m pan-European outdoor advertising business into JC Decaux.

In the past, the business was split between Gen Outdoor and Paris-based Media Keys. The incumbents did not re-pitch for the business. The consolidated deal with JC Decaux will cover 20 countries.

The three-year agreement with the South Korean giant’s in-house advertising agency Cheil Communications will cover all of Samsung’s divisions including mobile phone, TV, MP3, white goods and its digital camera sector.

Samsung will advertise on all of JCDecaux’s formats including its street furniture, billboard and transport offerings. It will use the traditional outdoor sites as well as airport advertising for both its short and long term campaigns.

The partnership has been negotiated by Joseph Rhee, European Marketing Services Director of Cheil Communications Europe in London, and Xavier Dupré, managing director of JC Decaux international division One Stop Shop.

Cheil European president Taewon Son says: “Samsung’s target audience resonates well with the medium of outdoor.”

The appointment follows news that Samsung is kick-starting an agency review for its global media planning and buying account, with the first round of the pitch expected to start in October. The bulk of its media is handled by WPP’s MindShare in more than 50 markets.

According to Nielsen Monitor, Samsung spent more than £250m on advertising in 2006.