The agency was appointed to the retained brief following a competitive pitch.
The remit will cover Samsung’s global Olympic and Paralympic partnerships in the UK, as well as the brand’s official partnership of the England rugby team, Team GB and high-profile sporting figures.
The first campaign will be during the ongoing RBS 6 Nations at Twickenham Stadium, featuring a revival of the well-received Samsung School of Rugby campaign featuring comedian Jack Whitehall from last year’s Rugby World Cup.
The new incarnation will see supporters take on Whitehall and rugby stars in an immersive experience involving the Samsung Gear VR virtual reality headset. Located in the West Fan Village at Twickenham, fans can compete to win a private dinner with each of Samsung’s England Rugby ambassadors Jonathan Joseph, George Ford and Joe Launchbury.
The brief also covers activity around entertainment, although no information is available on this at present.
Russell Taylor, CMO at Samsung, said: "Connecting with consumers via their passions is one of Samsung’s key objectives for 2016. Our rich heritage in sport and entertainment offers a fantastic way to do this and we feel that M&C Saatchi Sport & Entertainment is perfectly placed to help us achieve this goal in a truly compelling, integrated way."
Steve Martin, global CEO of M&C Saatchi Sport & Entertainment, said: "Samsung is a fantastic brand with a clear and progressive marketing and sponsorship strategy for 2016. We are thrilled by the opportunity for us to apply our unique expertise across both sport and entertainment to help it achieve this and take it on to the next level."