CHI & Partners have been roped in by Samsung to create the first global brand-building campaign for Samsung’s television range. CHI won the account after defeating Leo Burnett and Beattie McGuinness Bungay in a multi-agency pitch.

Samsung is the leader in the global TV market and controls almost 22 percent of the global market share. However, it is noted that Samsung does not enjoy the brand strength that Sony and LG can lay claim to. The brand-building campaign is expected to come out in the first half of next year ad will be visible across advertising mediums like TV, outdoor, press and the internet.

The account review was overseen by Mikah Martin-Cruz; Samsung’s UK marketing director.

Leo Burnett operated as Samsung’s incumbent global agency since 2005, however, the electronics giant did join hands with other players to launch certain specific products. Additionally, CHI was chosen to manage a $75 million advertising campaign for Genio range of mobile phones earlier this year.