Samsung Moves U.S. Digital to R/GA

Phone account had been at Razorfish

Samsung Telecommunications America has appointed R/GA as its new lead digital agency, sources said. The business moved from Publicis Groupe's Razorfish, which won the account last November.

Samsung, which manufactures Galaxy phones and tablets, spent $27.9 million on digital marketing last year, according to Kantar Media.

R/GA declined comment, as did Samsung reps.

R/GA has extensive category experience: The agency has worked for Nokia since 2004, with that account now handled out of its London office. In Brazil, R/GA works for TIM Cellular S.A. and in Turkey, with Turkcell. Previously in the states, R/GA handled Verizon Wireless’ digital creative for five years before the business moved to AKQA in 2012.

The Interpublic agency also has prior experience with Todd Pendleton, the Samsung Telecommunications America CMO who had previously been global brand communications director at R/GA client Nike. Pendleton joined the Dallas-based Samsung unit two years ago.

R/GA has already produced the creative for an app allowing one million Samsung smartphone users to download Jay-Z’s new album, “Magna Carter Holy Grail” for free ahead of its July 7th release.

The agency shift comes amid investor concerns that orders for Samsung's flagship Galaxy S4 smartphone, which went on sale in May, have slowed and demand may not be as strong as expected.