South Korean electronics giant Samsung Electronics has reportedly tapped True North’s FCB Worldwide for its global advertising account billing an estimated $400 million.

Samsung has conducted a lengthy search to find a global network capable of raising its profile worldwide. Others pitching for the account include McCann-Erickson Worldwide, Ogilvy & Mather Worldwide and Interpublic’s AG Worldwide, New York, which formerly handled advertising for Samsung’s consumer electronics and telecoms units and may still be retained on a consultancy basis.

The award to FCB could lead to conflict with existing client Compaq, whose $350m account the network won in April.

Both FCB and Samsung declined to comment.

News source: Advertising Age - Daily Deadline