Full-Service vs. Specialist: Samsung Tests Agency Model
Samsung Australia reviews $120M Clemenger BBDO account, testing whether consolidated full-service model outperforms specialist agency structure. Award-winning Flipvertising campaign achieved 34% sa...
Samsung Australia has initiated a periodic review of its creative and media agency roster, placing Clemenger BBDO's consolidated account worth approximately $120 million in media billings under evaluation. The account represents Clemenger's largest client and one of the Asia-Pacific region's most significant technology marketing relationships.
A Samsung spokesperson described the review as "part of its usual process to ensure optimal business outcomes," though no formal requests for proposal have been issued to agencies yet. The timeline for the review remains unclear, and both Clemenger BBDO and Omnicom Media declined to comment on the process.
Consolidated Account Model Under Scrutiny
Clemenger BBDO (formerly CHE Proximity) consolidated Samsung Australia's creative, media, digital, and social duties in 2020, taking over responsibilities previously split among multiple agencies. Prior to consolidation, Publicis Group's Leo Burnett handled creative work while Omnicom's OMD and PHD managed media duties.
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The review tests whether Samsung will maintain its single full-service agency model or return to a fragmented structure with specialist agencies handling different marketing functions. Sophie Gallagher serves as group account lead for Samsung at Clemenger BBDO, managing the integrated account across all marketing disciplines.
Under the consolidated model, CHEP Network, part of Clemenger Group, created Samsung Australia's Flipvertising campaign for the Galaxy Z Flip4 launch. The campaign transformed traditional advertising into a YouTube scavenger hunt targeting Gen Z audiences, achieving 133% higher search volume compared to previous Samsung launches and a 34% sales uplift.
Award-Winning Performance Despite Review
Clemenger BBDO won six Media Federation of Australia Awards for Samsung work in the year prior to the review announcement. The Flipvertising campaign earned Grand Prix recognition in Creative Data and Direct categories at Spikes Asia 2023, with engagement rates 600% above industry norms.
Samsung Electronics received Advertiser of the Year honors at Spikes Asia 2025, with recognition spanning Asia-Pacific campaigns including Australia's Flipvertising and Try Galaxy Fold efforts. The awards highlighted Samsung's approach of blending technology and storytelling across regional markets.
Samsung Australia also topped YouGov's Best Global Brands 2025 ranking, indicating strong brand performance concurrent with the agency review process. The combination of creative awards and brand strength metrics demonstrates Clemenger's execution capabilities despite the account now being under evaluation.
Regional Agency Landscape Implications
The Samsung review represents a significant moment for the Asia-Pacific agency sector, with one of Australia's largest technology accounts potentially entering competitive pitch. The outcome will influence how major technology brands structure their agency partnerships across the region, particularly regarding consolidated versus specialist agency models.
Samsung's broader global agency activity suggests the company is actively evaluating marketing communications partnerships worldwide. In June 2025, Samsung Ads appointed The Digital Voice as its PR agency for UK, EMEA, and MENA regions following a pitch, focusing on connected TV and events.
The Australian review places competitive dynamics across creative and media networks under spotlight as agencies position for major technology accounts. The decision on whether Samsung maintains its consolidated approach or returns to multiple specialist agencies will signal broader trends in how technology brands approach marketing communications in the Asia-Pacific market.
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