Why Samsung's Six-Year Agency Review Signals Consolidation Fatigue
Samsung's six-year review of Clemenger BBDO signals consolidation fatigue in Asia. $120M account evaluation reveals when integrated agency models need restructuring for evolving brand needs.
Samsung Australia has launched a review of its creative and media accounts in early 2026, placing incumbent Clemenger BBDO under evaluation six years after consolidating its marketing services under the agency. The review covers approximately $120 million in media billings, making Samsung Clemenger BBDO's largest client and positioning this assessment as a significant test of consolidated agency models in the region.
Samsung describes the process as a periodic roster review aimed at optimizing outcomes rather than a formal request for proposals. The technology brand consolidated creative, media, digital, and social agencies under Clemenger Group's CHE Proximity (later renamed Clemenger BBDO) in 2020, departing from its previous structure where Leo Burnett handled creative work and OMD or PHD managed media buying.
The six-year evaluation cycle suggests that even successful consolidations require regular scrutiny to ensure they continue delivering value as brand needs evolve.
Timing Aligns With Broader Market Shifts
The review arrives as Asian brands restructure their communications approaches beyond traditional media relations. More than 90% of Asian brands adopted digital tools in their operations during 2025, with 58% expecting growth in regional trade that requires multi-market communications capabilities.
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Agencies across Asia transitioned from category specialists to integrated growth partners during 2025, combining public relations, data analysis, digital influence, and policy expertise. This evolution addresses challenges including diverse social media platforms like WeChat, TikTok, and LINE, cultural variations from Japan to Indonesia, and technology communications focusing on AI and cloud services rather than just product announcements.
Omnicom merged Clemenger BBDO, CHEP, and Traffik into a unified Clemenger entity by late March 2026, with Samsung among the clients expected to benefit from enhanced full-service capabilities. The holding company consolidation aimed to strengthen integrated offerings for major accounts.
Samsung's Global Approach Suggests Hybrid Strategy
While Samsung consolidated operations in Australia, the brand's global activities indicate a more flexible approach to agency partnerships. Samsung Ads appointed The Digital Voice as its lead PR agency in June 2025 for the UK, Europe, Middle East, and North Africa following an extensive selection process. The appointment focuses on driving connected TV advertising awareness using data from more than 70 million Samsung Smart TVs in Europe.
Samsung Electronics earned the 2025 Spikes Asia Advertiser of the Year award for campaigns including Flipvertising, crediting multiple agency partners for blending technology and storytelling. The recognition highlighted a multi-agency approach in Asia-Pacific rather than strict consolidation, suggesting regional variations based on market requirements.
Samsung's technical complexity and scale may favor specialized partnerships for specific capabilities. Samsung TV Plus reaches 88 million monthly users globally, while the brand achieved more than 300 million impressions at Ad Week New York 2025. Samsung Ads unveiled innovations including Optimal Reach, Data+, Audience Collectives, and GameBreaks for upper-funnel and interactive engagement, demonstrating shifts toward connected TV innovation and data-driven advertising.
The brand's partnerships with OpenAP and Publica by IAS for inventory access indicate a flexible, multi-partner model for specialized connected TV and programmatic capabilities rather than one-size-fits-all consolidation.
Review Outcome Will Signal Industry Direction
Samsung Australia's review will provide market intelligence on whether single-agency partnerships deliver superior long-term value compared to specialized multi-agency structures for technology brands navigating complex digital transformation. The outcome will likely influence how regional brands evaluate trade-offs between integrated efficiency and specialized expertise in their marketing communications partnerships.
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