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Samsung launches $200m global campaign

NEW YORK - Samsung has launched a $200m (£140m) global advertising campaign to position itself as a leader in digital convergence.

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The campaign was created by Foote, Cone & Belding, New York and is entitled "DigitAll Experience". It promotes Samsung's range of digital products, and covers broadcast and print. The campaign breaks in the US this week and will also appear in Europe, Asia, Latin America, the Middle East and Africa.

Samsung hopes that the campaign will show consumers how digital products can help make their lives more enjoyable. Among the products being promoted are Samsung's internet refrigerator and colour-screen mobile phones.

"Many consumers think of digital technology as an elite experience that's inaccessible to them. Samsung prides itself on developing revolutionary technology that meets everyone's needs -- business or personal," Eric Kim, executive vice-president of global marketing operations for Samsung, said.

The company plans to invest more than $900m in its global marketing efforts in 2002, a 21% increase on last year. Samsung undertook its first global marketing campaign last year and saw brand awareness in the US increase from 56.4% to 74.1% as a result.

  • FCB's president, Kelly O'Dea, is leaving the agency to join parent company the Interpublic Group of Companies' Advanced Marketing Services group, it has been reported. O'Dea joined FCB in 2000. In January, Gene Bartley, former chairman and CEO of the Bozell Group, joined FCB with the same title as O'Dea, whose departure is not considered a surprise.

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