According to reports, WPP agencies are to contend for the work, along with Interpublic Group and Publicis Groupe.
The work is a new account for Samsung, which has previously used advertising created by its in-house agency in Korea, Cheil Communications. In October last year, it appointed former Phones4U executive Julian Neal to the role of head of marketing and communications, reporting to Mark Mitchinson, general manager of Samsung's wireless division. Neal is charged with raising Samsung's profile in the UK.
Recently, the electronics giant had its profile raised for the wrong reasons, after an email quickly spread claiming that a promotion giving away free flights with the new E800 model had been a flop, and that people could get the flights for free.
Samsung denied that the promotion had been a failure, however, issuing a statement saying: "It's not our practice to reveal details, but we are very pleased with the take-up so far. To date, we have received 150,000 registrations for the flight offer."
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