In Brief
Samsung MENA appoints Publicis Groupe and dentsu
by ArabAd's staff
December 8, 2025
Samsung MENA announced dual-agency media model appointing Publicis Groupe and dentsu to drive media excellence. Samsung Electronics MENA announced the conclusion of its comprehensive media agency review for the region, confirming a dual-agency partnership structure that will see dentsu and Publicis Groupe jointly manage Samsung’s media planning and buying portfolio in the region.
The review, initiated earlier this year, reflects Samsung’s continued commitment to strengthening media excellence, enhancing performance accountability, and future-proofing its marketing ecosystem across MENA. Strategic collaboration aims to enhance media planning, buying, and performance across MENA markets
