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.”

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