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Initiative is the first agency to work on a pan-European basis for Samsung's corporate activity. The electronics manufacturer has also changed its local agency relationships, with Carat winning the local UK account, which was previously shared with MBS Media.

The majority of Samsung's European and £7.4 million UK spend will go through Initiative, which will run the pan-European business from London. The agency pitched alongside FCB, which handles creative for Samsung, to win the business.

Samsung is planning to split its advertising activity into two parts - a major brand assignment through Initiative and FCB and then local activity through a roster of local agencies. In France and Germany, Initiative and Carat will split the local account, with Initiative handling the account in Italy.

Initiative's activity will begin next month as Samsung kicks off branding work for its wireless and television units. It is exploring use of all media on a pan-European and market-by-market basis.

Ian Rotherham, the international account director at Initiative, said: "Samsung has consolidated its EMEA corporate activity into Initiative Media. This was previously run on a local level."

Banks Hoggins O'Shea/FCB handles Samsung's UK creative.