Samsung has restructured its agency ecosystem in Australia by appointing Publicis Groupe as its new media agency following a competitive review, while reaffirming its long standing confidence in Cheil by retaining the agency’s creative responsibilities.

The decision marks a significant shift in Samsung Australia’s marketing strategy as the technology giant positions itself to strengthen media effectiveness while maintaining creative consistency across its brand communications.

At the same time, the move brings a close to Clemenger Group’s successful seven year partnership with the business and introduces a new phase of collaboration designed to support Samsung’s future growth ambitions.

Confirming the outcome of the review, Samsung Australia expressed appreciation to every agency that participated in the selection process, noting that the evaluation had now been completed.

The company also welcomed Publicis Groupe, Samsung’s global media agency partner, into its Australian agency network. Simultaneously, Samsung confirmed that Cheil will continue leading creative development while collaborating with the company’s broader roster of specialist agency partners across multiple disciplines.

Furthermore, Samsung acknowledged the contribution made by Clemenger Group throughout its tenure, thanking the agency for its commitment and strategic support over the past seven years while wishing its team continued success.

The transition follows Clemenger BBDO’s earlier decision to withdraw from the competitive review process in May. Before stepping away from the pitch, the agency had partnered with Cheil in managing Samsung Australia’s creative business, having overseen the account since 2020 under a multi year engagement.

Meanwhile, Publicis Groupe enters the Australian assignment with an established understanding of Samsung’s global business. Through its international network, including Starcom and Leo, the communications group has already played a significant role in supporting Samsung’s worldwide media operations.

Consequently, the Australian appointment further strengthens an existing global relationship while creating greater alignment between Samsung’s international and local marketing activities.

Commenting on the appointment, Publicis Groupe ANZ Chief Executive Officer Michael Rebelo described the partnership as an important opportunity for both organisations.

He said the agency looks forward to combining its integrated capabilities, technology, data expertise and connected marketing solutions to accelerate business growth across Samsung Australia’s operations.

According to Rebelo, the partnership creates an opportunity to deliver more unified and commercially driven marketing outcomes as consumer expectations and media consumption habits continue to evolve.

At the same time, Cheil welcomed Samsung’s decision to extend the creative relationship, describing it as a reflection of the strong partnership both organisations have built over the years.

Cheil Australia Chief Executive Officer Marvin Park said the agency remains confident in its deep understanding of Samsung’s business, brand ambitions and consumers.

He added that the renewed creative mandate demonstrates the value of long term collaboration and shared commitment to delivering meaningful brand experiences.

Although Cheil works exclusively with Samsung in many markets, it continues to operate as an independent agency rather than an in house creative unit.

Overall, Samsung’s latest agency restructuring highlights an increasingly common approach among global brands that seek to separate media and creative responsibilities while preserving continuity in brand storytelling.