Samsung selects Leo Burnett for Brown Goods

Samsung once again selects Leo Burnett.

Leo Burnett to manage Brown Goods

The advertising agency Leo Burnett has won the tender to manage the Brown Goods category for Samsung Electronics Poland. The agency will be responsible for ATL and digital marketing activities for RTV and audio products aimed at individual consumers.

Partnership since 2012

Leo Burnett has collaborated with the Samsung brand since 2012. Previously, the agency managed the IT&Mobile division.

Synergy of IT and RTV ecosystems

Adam Nowakowski, Head of Strategy at Leo Burnett, adds:

Our knowledge of Samsung’s products and experience in the IT&Mobile category allowed us to develop a marketing strategy aligned with the brand’s philosophy. Samsung TVs and smartphones share many commonalities—they form a unified, cohesive ecosystem. Therefore, synergizing marketing efforts for these two converging categories is key for Samsung.

Samsung — company history

Samsung is one of the largest South Korean business groups, comprising manufacturing and service companies operating in multiple industries, as well as financial institutions. Founded in 1938 by Lee Byung-Chul as an export company, it quickly expanded its operations into other fields.

Key terms from the article

ATL — Above The Line / Mass communication. Advertising activities conducted through mass media, traditionally including television, radio, print, cinema, and outdoor. These are typically used for broad reach and building brand awareness.

Why it matters: Builds mass brand awareness: TV, radio, and outdoor reach audiences that precise targeting cannot. A brand known from the screen has better chances online later.

When to use it: When launching a new brand, introducing mass-market products, or running image campaigns.

Risk of neglecting it: Without mass media communication, a brand grows only among already interested audiences—new customer segments remain out of reach.

ATL — Above The Line. Advertising activities conducted through mass media, traditionally including television, radio, print, cinema, and outdoor. These are typically used for broad reach and building brand awareness.

Why it matters: Builds mass brand awareness: TV, radio, and outdoor reach audiences where precise targeting cannot. A brand known from the screen is more likely to win online later.

When to use it: When building awareness for a new brand, launching mass-market products, or running image campaigns.

Risk of neglecting it: Without mass media communication, a brand grows only among already interested audiences—new customer segments remain out of reach.

ATL — Above The Line / mass communication. Advertising activities conducted through mass media, traditionally including television, radio, print, cinema, and outdoor. These are typically used for broad reach and building brand awareness.

Why it matters: Builds mass brand awareness: TV, radio, and outdoor reach where precise targeting cannot. A brand known from the screen is more likely to win online later.

When to use it: When building awareness for a new brand, launching mass-market products, or running image campaigns.

Risk of neglecting it: Without mass communication, a brand grows only among already interested audiences—new customer segments remain out of reach.

Summary

Leo Burnett won the tender to manage Samsung Electronics Poland’s Brown Goods products, overseeing ATL and digital marketing for RTV and audio. Previously, the agency managed the IT&Mobile division, with the partnership starting in 2012.

Adam Nowakowski, Head of Strategy at Leo Burnett, emphasizes that a unified strategy for TVs and smartphones strengthens Samsung’s cohesive ecosystem. Samsung is a South Korean conglomerate founded in 1938 by Lee Byung-Chul.