By Arun Sudhaman
LONDON: Samsung Electronics has called on agencies to pitch for a lucrative new brief to build global awareness of its London 2012 Olympics sponsorship, the Holmes Report has learned.
Is is understood that the Korean electronics giant is seeing a handful of agencies in London today, as it bids to use its top-tier Olympics partnership status to strengthen its global corporate image and brand value.
Samsung’s relationship with the Olympics began in 1997, when it signed a TOP (The Olympic Partner) contract with the IOC, which has since been extended until 2016. The company is now one of 11 category-exclusive Worldwide TOP Partners for the London 2012 Games, the most expensive level of Olympics sponsorship.
It is also understood the brief includes activity around Samsung's sponsorship of the 2012 Olympic Torch Relay.
Samsung’s global agency roster currently includes Edelman and Weber Shandwick, although it is understood that other firms are also involved in the current review.
Last year, Edelman was selected to handle the company’s global smartphone comms after winning its international corporate assignment in 2009. Weber Shandwick, meanwhile, oversees Samsung’s global visual display and its North American corporate and consumer electronics business.
In the UK, Samsung has two retained agencies: The Red Consultancy and Kazoo.
Samsung is latest sponsor to review its Olympics PR requirements. Last year, P&G handed its London 2012 activation brief to Hill & Knowlton, while British Airways chose Cake to handle a similar programme.