The electronics giant, which is also the major shareholder in Cheil, has a global advertising arrangement with Leo Burnett. This will stay in place to distribute Samsung's advertising globally. Samsung also has a relationship with CHI & Partners and VCCP for projects in the UK. However, this is likely to be phased out in the next few months in favour of BMB.
BMB announced on Monday that it has sold a 49% stake to Cheil for an undisclosed sum. The deal will fund BMB's international expansion. Its first office outside the UK will be in New York, with further plans to quickly establish outposts in Sao Paolo and Singapore.
BMB partner Andrew McGuiness said the acquisition will not affect its UK business.
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