Published on: July 7, 2026
Samsung Australia has concluded its agency review, selecting Publicis Groupe as its new media agency while significantly expanding Cheil’s creative responsibilities in the Australian market.
As part of the new arrangement, Cheil will become Samsung Australia’s sole creative agency, replacing Clemenger BBDO, which did not progress to the final stage of the competitive pitch process.
A spokesperson for Samsung Electronics Australia confirmed the outcome, stating: “Samsung Australia recognises the efforts of every participating agency in its recent roster review, and can confirm the process has now concluded.
“We welcome Samsung’s global media agency of record, Publicis Groupe, to the local agency village; and can confirm Cheil will continue creative work alongside our existing roster that spans a number of disciplines.”
Samsung also acknowledged the contribution of its long-standing creative partner.
“We would also like to extend our gratitude to the incumbent, Clemenger Group, for a successful seven years of partnership, and wish the entire team every future success.“
Clemenger Group had managed Samsung’s creative business in Australia since 2020, maintaining a partnership with the technology giant for seven years.
Publicis Groupe already serves as Samsung’s global media agency of record across several international markets, working through agencies including Starcom and Leo. Cheil, meanwhile, is Samsung Group’s affiliated advertising agency and develops much of the brand’s global creative communications.
Industry estimates place Samsung Australia’s annual media investment at around $120 million. Under the new partnership, Publicis Groupe Australia will establish a dedicated “Power of One” team to manage the account, mirroring the global Samsung team known as Publicis Constellation.
Commenting on the appointment, Michael Rebelo, CEO of Publicis Groupe ANZ, said: “We’re thrilled to partner with Samsung at a particularly exciting time for both organisations.”
“We look forward to bringing the full power of Publicis Groupe Australia’s connected capabilities to help unlock growth across the entire Samsung Australia enterprise.”
Cheil Australia also welcomed the expanded mandate. The agency employs close to 100 people locally and operates across 46 countries with a global workforce of approximately 8,000 employees.
Marvin Park, CEO of Cheil Australia, said: “We’re thrilled to continue our work with Samsung Australia, as we believe no other agency understands Samsung’s business the way we do. “This is what true partnership looks like.”
The latest appointments reinforce Samsung Australia’s strategy of aligning with its global agency network while strengthening its local creative and media capabilities.
Read more: Havas India to Handle Samsung India’s ₹300 Crore ATL Media Business Through Cheil India
