Samsung Looks Beyond FCB for Mobile Phones

NEW YORK Samsung is in talks with agencies to handle marketing duties for its mobile phone business, sources said.

Although several undisclosed shops have been contacted by the Ridgefield Park, N.J.-based client, according to sources, a Samsung representative said, “The company does not comment on new business with respect to the companies it partners with. Further, we don’t comment on marketing plans.”

Interpublic Group’s Foote Cone & Belding handles the overall advertising account. A recent FCB effort used the line, “DigitALL: Everyone’s invited.”

In 2002, Samsung spent $25 million on advertising its digital phones and $8 million through October 2003, per Nielsen Monitor-Plus. Overall, the consumer electronics company spent $80 million on advertising in the U.S. in 2002 and $30 million during the first 10 months of last year, according to Nielsen Monitor-Plus.