Samsung asks Imagination to leverage Olympics deal

Samsung Electronics has appointed Imagination London to leverage its sponsorship of the 2010 Winter Olympics in Vancouver.

The integrated marketing agency will work with Samsung in the Canadian city to develop a branded environment that athletes and the public can visit during the games.

Imagination has previously worked on projects for Samsung at the Salt Lake City Winter Olympics in 2002 and the Beijing summer games last year.

The appointment, which was made following a pitch against undisclosed agencies, follows the launch of Samsung’s “Wireless Olympic Works” application last week. The application enables users to receive news updates from the Games via their mobiles.

In addition to the Vancouver Games next year, Samsung will be a worldwide partner of London 2012, the 2014 winter games and 2016 summer games. The brand is also active in football sponsorship and recently extended its shirt sponsorship of English Premier League club Chelsea to the end of the 2012/13 season.

Samsung recently appointed Grey as its lead global ad agency as part of a major shake up of its roster led by Mikah Martin-Cruz, Samsung UK marketing director, who is also assisting with global advertising pitches.

Grey has most recently worked on the £5m ad project for the new smartphone handset, Samsung Jet, which was unveiled last month in London, Singapore and Dubai.

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