Samsung has announced the appointment WPP to handle its business-to-business marketing, while Razorfish has been appointed separately to handle digital.
Brian Wallace, Samsung's VP of marketing, said in a statement: "We picked Razorfish as our digital AOR because they demonstrate the innovative thinking that we value in our agencies.
"We know Razorfish understands how to translate complex issues into unique and engaging customer experiences."
The win from WPP follows a pitch against incumbent Cheil and the Publicis Groupe.