CHI wins 30m Samsung account

CHI & Partners has made further inroads into Samsung’s £200m global advertising account after winning another major brief for the Korean technology giant.

The agency, which is 49.9% owned by WPP Group, has created a £30m global campaign for the company’s new G800 mobile phone, despite Leo Burnett being the incumbent on the account.

CHI was handed its first brief in April when it was appointed to create a press and poster campaign for the launch of a new flatscreen TV in 50 markets around the world, including the UK.

Samsung moved its global advertising account out of WPP (JWT and Berlin Cameron) and into Publicis Groupe’s Leo Burnett two years ago (MW October 27, 2005).

CHI’s campaign for the G800 phone comprises TV, print, outdoor and online activity. The TV ad features a man capturing a series of heart-shaped photos to send to his loved one and the rest of the campaign picks up on the heart-shaped theme. It breaks on November 19.

News that CHI has created Samsung’s latest global campaign comes just days after the company moved its £300m global media planning and buying account into Publicis Groupe-owned Starcom, following a head-to-head pitch against WPP’s MindShare, which was the incumbent.