afaqs!

Samsung freezes its refrigerator business with Leo Burnett

By Biprorshee Das , afaqs!, Mumbai | In Advertising | March 08, 2011
The movement follows a multi-agency pitch that was called by Samsung, with the need for a fresh approach in mind.

Leo Burnett's association with Samsung has strengthened further with the latter awarding the creative mandate for its refrigerator business to the agency. Cheil Worldwide is the incumbent on the account.

The movement took place following a multi-agency pitch called over a month back. The business will be handled out of Leo Burnett's Delhi office. The business continues to be handled by Cheil, internationally.

Arvind Sharma, chairperson and chief executive officer, Leo Burnett India, confirmed the development to afaqs!.

"We are delighted to be working on the account and are also happy that our relationship with Samsung is extending into other categories," says Sharma.

A company spokesperson tells afaqs! that Samsung was looking for a new and fresh approach, and hence, decided to call for a pitch before choosing Leo Burnett. The media duties remain with Starcom Worldwide.

Leo Burnett will soon launch the summer campaign for Samsung Refrigerators, says Sharma.

Samsung repositioned Samsung Refrigerators last summer with the 'Frrrunch' campaign, with the idea to continue its focus on freshness. The idea was to combine thw words 'fresh' and 'crunchy'. Designed by Cheil Worldwide, the umbrella campaign was used across Samsung's select categories of refrigerators. Each category boasted of a key feature that would help keep food fresh for long. It is learnt that around Rs 30 crore was spent on the entire campaign.

The different categories of Samsung Refrigerators include French Door, Bottom Freezer, Direct Cool, Side by Side, and Frost Free.

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