Cheil, TBWA and Innocean are believed to be competing for the account. The value of the business is not known, and Cheil declined to comment or confirm involvement in the review.
Les Edwards, vice-president and managing partner of Lee DDB, said he believed the pitch to be indicative of a trend by Samsung to “open up” to outside agencies in a search for greater creativity.
However, another industry source in Korea claimed that the review had been sparked by an internal dispute between Cheil and the PAVV marketing head.
“This is something that Samsung would not normally pitch,” the source said, suggesting that the review could end up as a formality “to teach Cheil a lesson”.
PAVV is a high-end television range featuring plasma and LCD screen technology.
Les Edwards, vice-president and managing partner of Lee DDB, said he believed the pitch to be indicative of a trend by Samsung to “open up” to outside agencies in a search for greater creativity.
However, another industry source in Korea claimed that the review had been sparked by an internal dispute between Cheil and the PAVV marketing head.
“This is something that Samsung would not normally pitch,” the source said, suggesting that the review could end up as a formality “to teach Cheil a lesson”.
PAVV is a high-end television range featuring plasma and LCD screen technology.
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