Dive Brief:
- At a time when many large brands are putting more business under fewer agency roofs, Samsung continues its agency expansion adding Deutsch as its B2B advertiser.
- It has previously used more consumer-focused shops, such as 72andSunny, for its B2B marketing.
- Media spending on B2B for Samsung is expected to be $25 to $30 million.
Dive Insight:
The current trend in big brand advertising is to reduce the number of agencies handling campaigns, but Samsung is going in the opposite direction. Its latest move is adding Deutsch to its agency roster to handle B2B advertising in the U.S., marking the Interpublic Group shop's first introduction to the brand.
Last fall Samsung added four new agencies to its global roster. Samsung is expected to spend between $25 and $30 million on B2B advertising, and Deutsch’s revenue is expected to be around $5 million from the relationship. The deal was confirmed by Ed Abrams, vp of marketing in Samsung's enterprise business unit. According to Adweek, the agency's first work is expected to arrive in the third quarter.