NEWS: Two shops to battle for pounds 10m European Samsung initiative,

Samsung has briefed two agencies about a massive branding campaign that

it is planning to launch across Europe in a make-or-break move to take

on its big Japanese rivals, Sony and Panasonic.

The Korean electronics giant is understood to have earmarked extra

advertising funds - estimated at as much as pounds 10 million - for

what will be its first pan-European branding initiative.

Saatchi and Saatchi and Bozell Worldwide are thought to have been asked

for ideas for a campaign, which is expected to break before the end of

1996. Presentations will be held throughout June, with a decision due by

the end of the month.

The marketing drive is being masterminded by Sungsu Park, a deputy

director of Samsung Europe, which recently moved its headquarters from

Germany to London. The presentations will be held in London.

Both Saatchis and Bozell are well-known to Samsung. Delaney Fletcher

Bozell handles mobile telephones and office equipment for the group in

the UK, while Saatchis produces ads for Samsung’s TVs, camcorders and

microwaves. Both agencies work for the conglomerate across Europe.

This article was first published on Campaign