Starcom is understood to have won Samsung’s $600m (£285.4m) global media planning and buying business. The Publicis Groupe agency beat incumbent on the account MindShare to win the task.
WPP Group-owned MindShare had handled the business across 60 markets including the US. Korean ad agency Cheil Communications also handles a chunk of Samsung’s media business.
The technology company started the review in September.
Leo Burnett, also owned by Publicis Groupe, was appointed Samsung’s lead creative agency in 2005 after the company consolidated its business, moving it from WPP’s Berlin Cameron United and JWT. Direct marketing is handled by Wunderman.
Samsung spent $500m (£237.8m) last year on advetising.