In a major development reshaping the regional media landscape, dentsu has been selected as the new media agency of record for Samsung Electronics MENA across Saudi Arabia and the Levant. The appointment marks a significant strategic boost for dentsu, expanding its influence across two of the region’s most dynamic and competitive markets.
The decision comes following a multi-agency pitch process, where dentsu emerged as the preferred partner to support Samsung’s fast-evolving marketing agenda. Under the new mandate, dentsu will oversee end-to-end media responsibilities, including media strategy, planning and buying, performance marketing, and integrated communication solutions tailored to the unique needs of the KSA and Levant audiences.
In parallel, Samsung has announced a separate realignment for the UAE market, shifting its media account from Starcom Middle East to Publicis Media. This move highlights Samsung’s broader strategy to diversify partnerships and leverage specialized agency capabilities that best match each market’s maturity and consumer dynamics.
Dentsu’s win across KSA and Levant reinforces the agency’s growing regional momentum, driven by its strong data, analytics, and performance-led capabilities—areas that are increasingly central to Samsung’s marketing priorities as consumer behaviour evolves at speed.
As Samsung prepares for an intensified marketing push heading into 2026, its new agency structure signals a more localized and insight-driven approach, with dentsu now positioned as a key partner in two of the brand’s most critical Middle Eastern markets.
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