Cheil Communication, the in-house advertising agency of Samsung, has called for a pitch for its outdoor account worth in excess of Rs 20 crore. Currently two outdoor agencies, namely, TDI and Portland, are handling the account.
Samsung reviews its existing agencies for OOH advertising every year. According to sources in Cheil, "this year Samsung is not looking at conventional advertising. It wants innovative, clutter-breaking outdoor advertising".
Agencies that are in the running for this prized outdoor account are Posterscope, TDI Media Services, Portland and OAP (Outdoor Advertising Professionals), a joint venture of Rediffusion DY&R and Selvel Vantage Group. Two agencies will be selected to share the pie.