SAMSUNG GOES WITH ONE AGENCY
By Adnews Staff
Samsung Electronics Canada has switched its $1.5 million account over to Group Multimedia Network Corp. of Toronto. The move was made because its parent company, Samsung Corp. of Korea, bought U.S.-based AST Computer last month. In Canada, AST uses GMN, and Samsung decided to consolidate the two accounts with the company to create synergies between both organizations, Samsung Canadian marketing vice-president Bill Deneweth told Adnews yesterday. The incumbent on the business was Harrod & Mirlin of Toronto, which was the lead agency, with five other agencies handling some advertising as well. Samsung is promoting its computer products through what it is calling Power Branding. It is an image and awareness building print campaign. The ads feature black and white photos of the products and the tagline "Simply Samsung." The ads then tell consumers that Samsung is trying to make its products simple to use.