The global ad account is split between Cheil, CHI & Partners and Leo Burnett.
CHI & Partners was responsible for creating last year’s global "charge" spot for Samsung’s range of smart televisions. The ad featured American footballers, Roman centurions and other characters charging across a beach towards a man sitting in an armchair, who halts the action with his hand.
Starcom has handled the global media planning and buying account since 2007, when it won the business from Mindshare.
No-one from Samsung had replied to requests for comment at the time of going to press.