Ad agency Publicis has kept hold of a major contract with Samsung Electronics, a person familiar with the matter said, calming worries it would lose a client analysts said brought in some €70 million ($88 million) last year.
"Publicis is the big winner. It has kept the budgets it had earlier with Samsung and added additional business," said the person, who declined to be named because the contract was confidential.
South Korea's Samsung, which put its advertising accounts under review in May, spends heavily on marketing to keep consumers' attention riven to its smartphones and televisions that compete globally with products made by Apple and Google.
It spent more than $11 billion on advertising and marketing last year, according to its annual report.
Publicis-owned Starcom will buy advertising space for Samsung, Leo Burnett will handle the creation of ads, digital agency Rosetta will handle on-line marketing, and DBH will handle additional functions.
Interpublic Group and MDC Holdings, which currently handle some parts of Samsung's US advertising, will continue in their current roles, according to trade publication Ad Age .
Smaller agencies including London-based CHI & Partners, which does creative work for Samsung's TV business, and Los Angeles-based 72andSunny, also kept their contracts with Samsung, according to trade publication Brand Republic .