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Samsung has hired CHI & Partners to create the first global brand-building campaign for its range of televisions.
The agency won the business after a pitch against the fellow roster shops Leo Burnett and Beattie McGuinness Bungay in partnership with Cheil Worldwide.
Samsung has a 21.9 per cent share of the global TV market, and is the market leader by far, but does not have the brand strength enjoyed by competitors such as Sony or LG.
The brand campaign, which is due to break in the first half of next year, is expected to include TV, outdoor, press and digital activity.