The upper echelons of adland are furiously polishing their presentations to Samsung, the world’s biggest advertiser with a budget variously estimated at $8.5bn to the gross domestic product of South Korea.
But always with Samsung there’s Cheil Worldwide, the one-time Samsung in-house agency that still handles a big chunk of the account. When WPP won Samsung a decade or so ago it wasn’t long before Cheil was back on the case.
And Cheil has produced a timely reminder that it’s not just an agency for the boring stuff with this nice corporate film.
Whoever wins ‘all’ Samsung will probably have to get used to three in the relationship.