Samsung Australia is moving its creative account to its in-house agency, Cheil Worldwide, following a five-month pitch process. The transition ends a six-year partnership with Clemenger BBDO, which previously held creative duties for the technology giant. The move marks a shift in how major brands manage creative development, bringing strategy and execution under a single, internal roof.
Why is Samsung shifting to an in-house model?
The transition to Cheil Worldwide consolidates Samsung’s creative output within its global in-house network. According to Mumbrella, the decision follows a competitive pitch that included finalists such as M&C Saatchi, Leo Australia, and Ogilvy. While external agencies like Clemenger BBDO have historically managed Samsung’s major Australian campaigns—such as the award-winning “Clash of the Commuters”—the brand is opting for the closer integration that an in-house team provides.
Cheil Australia currently employs approximately 80 staff members. The agency has previously focused on production and campaign delivery, including the Sydney Marathon sponsorship and the launch of Samsung’s Live Shopping channel.
How does this impact the broader Australian agency landscape?
The loss of the Samsung account represents a significant change for incumbent agencies. Clemenger BBDO, which produced notable work for Samsung including the “Elephant in the Room” microdrama for the Galaxy S26, had been a long-term partner. For agencies like M&C Saatchi, the outcome of this pitch arrives during a period of structural adjustment. M&C Saatchi recently confirmed staff reductions following the loss of the Commonwealth Bank account and a decision to bypass the Woolworths creative review.
Comparing Agency Roles: External vs. In-House
| Feature | External (e.g., Clemenger) | In-House (Cheil) |
|---|---|---|
| Primary Focus | External perspective/Brand building | Operational integration |
| History with Samsung | 6 years of creative output | Global in-house marketing partner |
What happens to the creative strategy moving forward?
Cheil Australia is set to absorb the creative strategy and development remit, a departure from the previous model of working alongside external agencies. In an email to staff, M&C Saatchi indicated that the final decision was delayed due to the involvement of Samsung’s global team in the assessment process. Despite the loss, M&C Saatchi management stated that their strategic and creative response remained strong throughout the pitch.
Frequently Asked Questions
- Who will handle Samsung’s creative work in Australia? Cheil Worldwide, Samsung’s in-house agency, has been appointed to the account.
- Which agencies were shortlisted for the account? Finalists included M&C Saatchi, Leo Australia, and Ogilvy.
- Why did the pitch process take five months? According to internal communications from M&C Saatchi, the delay was attributed to the involvement of Samsung’s global team in the final assessment.
- What is the future of Cheil Australia? The agency is expanding its remit to include creative strategy and development, moving beyond its previous focus on production and activation.
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