Samsung Mobile Taps Euro RSCG in China

Samsung Mobile has moved creative and strategic duties for new product launches in China from its in-house team to Havas' Euro RSCG.

The appointment is the latest in a series of telecommunications accounts held by the agency, including LG, Ericsson and China Telecom.

The move also comes at a time of strong growth for Samsung, with mobile shipments increasing by 16 percent in the third quarter of 2009, compared with the same period last year.

Samsung Electronics also reported a 186 percent increase in Q3 profits.

Tammy Sheu, group managing director at Euro RSCG Beijing and North China, said the win was further validation of the agency's telco credentials.

This is the first time the shop has worked with Samsung Mobile in China.
 
"This win is a milestone for the agency, as we build toward being a bona-fide powerhouse in the telecommunications sector," she said. "In the mobile category, Samsung is not just a market leader in innovation and adapting proactively to consumer needs, it is also a brand with high ambitions and considerable forward momentum."

Euro RSCG said it won the business in a pitch vs. Publicis Groupe's Saatchi & Saatchi and WPP's Grey. Samsung was not immediately available for comment, and ad spending was not disclosed.

The first product, the B7300 phone, launched in early September, and an additional four mobile devices are set to roll out in the near future.

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Marketing Magazine Asia