Samsung Mobile appoints Grey as lead agency

Samsung Mobile has appointed Grey as its lead global ad agency as part of major shake up of its roster, following a pitch.

The agency will work on the electronics company’s portfolio of brands.

Agencies already on the company’s roster will remain unaffected and will be used on a project-by-project basis including the in-house agency Cheil, the recently appointed CHI & Partners and digital agency Lean Mean Fighting Machine.

Starcom handles Samsung’s media planning and buying account.

The changes have been led by Mikah Martin-Cruz, Samsung UK marketing director, who is also assisting with global advertising pitches for the electronics company.

Grey has most recently worked on the £5m ad project for the new smartphone handset, Samsung Jet, which was unveiled this week in London, Singapore and Dubai. The campaign will break on July 3.

CHI & Partners is also handling a component of the marketing activity.

Mark Mitchinson, vice president Samsung Mobile UK & Ireland, says: “Samsung Jet is about enabling aspirational and exciting lifestyles and setting people free – with viewing, sharing content, internet browsing, films and photos.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here