Samsung hires Quality Meats for US home entertainment creative account

Samsung Electronics has appointed Quality Meats lead creative agency for its Home Entertainment business in the U.S. following a three-month review conducted internally. The agency will be charged with promoting Samsung-branded TV, audio, and memory products. This is a significant win for the Chicago-based small agency launched in 2020. Since then, Quality Meats has grown to 10 full-time employees and racked up clients including Regal Cinemas, DoorDash, SAXX Underwear, Olliv/Coinflip, Marquee Sports Network, The City of Chicago, Picsart and Huggies, for which it launched work in April. Samsung declined to comment. It’s unclear who previously held the account. Other agencies said to have pitched the business include Mojo Supermarket, Ogilvy and Razorfish. Mojo confirmed it pitched; Razorfish and Ogilvy were not available for comment at deadline. Ogilvy has an existing relationship with Samsung and handles its Galaxy Z flip phone. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here The remit will include Samsung’s various OLED and QLED TVs and its “Lifestyle” TV products such as Frame TVs, which are meant to resemble paintings, and its terrace TVs designed for outdoors. Quality Meats will be in charge of creative, influencer and social work for the account. One goal is to help Samsung have a “voice” to “humanize” its home entertainment products in what Quality Meats Managing Director Amy Edwards said can be a dry category. “Sometimes the category can be very [focused on] pixels and resolution and I think they really gravitated towards the humanity to pull themselves apart from the rest of the category,” Edwards said. “It made sense for them to combine social, influencer, and brand with the voice so that we could develop this really human, relatable, fun, charming voice,” said Quality Meats Co-founder and Co-Chief Creative Officer Gordy Sang. “You stretch it across all the touchpoints, even through building out social on our end throughout the RFP process. Figuring out how to do that was a new growth area for us.” Work on the account is expected to launch in the second quarter of the year. Samsung spent $38 million on measured media during 2022 on brands categorized as home audio equipment and accessories, TV and cable TV, and TV-branded items listed under video equipment and accessories, according to data from Vivvix, including paid social data from Pathmatics. In the first half of 2023, Samsung spent $14 million on those products. Ad news: ‘Emily in Paris’ characters pitch Samsung phones This is the first big win for Quality Meats since it brought on several new executives last year, including Edwards; Group Strategy Director Paola Ortega; Creative Directors Maxx Delaney and Jamie Stark; Group Account Director Celeste Toffanello; and Account Director Chloe Sloofman. Samsung is now the agency’s biggest retained client and will cause the agency to nearly double its team. Check out the latest Ad Age events and award programs Samsung is the leader in the TV industry. In the third quarter, Samsung held a 29.9% share of the TV market, according to data by research firm Omdia cited by the Korea Herald. Samsung is also the leader in the TV soundbar space, holding a 20.2% share of the soundbar market in 2022, according to research firm FutureSource Consulting. This week, Samsung Electronics announced it expects to report a 35% drop in fourth-quarter operating profit when it reports results at the end of January.

Samsung hires Quality Meats for US home entertainment creative account

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