Colenso BBDO has formalised its relationship with Samsung and will be the agency of record for all its various divisions, making it one of the few markets in the world where the Korean behemoth isn’t aligned with a Leo Burnett agency. But it means the agency has had to say goodbye to a long-time client, Haier-owned Fisher & Paykel.

Colenso BBDO’s managing director Nick Garrett says it has been working with Samsung over the past nine to 12 months on a range of tactical mobile campaigns, such as the social media queue to launch the Galaxy S4 smartphoneand the Instant News Satire for the Galaxy Note II. “That relationship and trust has built up”, he says, and, as of 1 November, it will be given responsibility for the mobile, IT, PC/notebook, television and whitegoods divisions of the business locally.

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