As reported by Campaign Brief

Samsung Electronics has this week launched its new digital OOH campaign ‘Welcome to Foldables’ via Cheil Australia, which is taking over Sydney and Melbourne as well as lighting up major international landmarks across the world. The campaign comes as it showcases and celebrates eight generations of innovation and leadership in the Foldable category.

Since Samsung pioneered the foldable phone category in 2019, the market has grown into a dynamic arena where global mobile brands now compete. To mark this milestone, Samsung has launched “Welcome to Foldables,” a large-scale digital OOH campaign featuring the Galaxy Z8 series in major cities worldwide including Sydney and Melbourne. The campaign extends a warm welcome to a rapidly expanding market while reaffirming Samsung’s longstanding leadership in the category.

The foldable has firmly established itself as an intuitive daily companion, supported by continuous advancements in thinness, durability, multitasking, camera performance, and software optimisation. This sustained progress has earned the trust of consumers worldwide. Millions of users now rely on Galaxy foldables, with the latest Galaxy Z8 series introducing the Galaxy Z fold8, Z Fold8 Ultra and Z Flip8 which are now locally available in Australia.

The campaign has officially rolled out with a takeover in iconic landmarks, including Broadway and George St in Sydney and the Emporium in Melbourne. In addition, Samsung has two special OOH builds in the Pyrmont Bridge in Sydney and the Melbourne Central Centre in Melbourne highlighting that the new Samsung foldable range has something for everyone.

Globally the campaign has also launched across six iconic landmarks, including Times Square in New York, Piccadilly Circus and Outernet in London, Shibuya Station in Tokyo, and COEX K-POP LIVE and KT Square in Seoul.

Through this campaign, Samsung showcases the confidence built over eight generations of engineering refinement and the enduring market leadership established under the name ‘Fold’. Samsung’s ‘Fold’ has grown into a symbol of mobile innovation and a benchmark for the foldable smartphone market and reflects Samsung’s continued focus on making foldables thinner and lighter while advancing the durability expected from an everyday smartphone.

Creative Agency: Cheil Australia
Senior Art Director : Watchara Tansrikeat
Art Director: Charlie Parish
Senior Copywriter: Andrew Davidson
Senior Integrated Producer: Terry Kerr
General Manager Campaign & Creative: Kim Le Gras
Group Business Director: Janine Allan
Account Managers: Ruchee Winterbottom Varghese & Galina Karavaev

Media Agency: Clemenger BBDO
Client Partner: Ben Cunnington
Investment Director: Ana Rasic

Samsung Australia:
Lilly Wingard: Marketing Manager
Charlotte Chambers: Marketing Specialist
Brad Garbutt: Head of Brand and Integrated Marketing

As reported by B&T on 14th July, 2026

Cheil Australia has promoted head of client services Kim Le Gras to general manager of campaign and creative.

It comes after the agency recently took control of Samsung’s creative account in Australia.

Le Gras joined the team earlier this year, bringing with her 20 years of agency and brand leadership across some of Australia’s biggest marketing clients.

Her career spans Senior Business Director at DDB Sydney on Telstra, Global Account Director at Grey London on GSK – overseeing campaigns across 50+ markets and earning a Gold Effie for creative effectiveness; Client Director at Hogarth across Suncorp, Vodafone and Dyson; Group Account Director at Yes Agency, the on-campus creative agency inside Optus, and Managing Partner at AnalogFolk Australia.

“Cheil has capability this market hasn’t fully seen yet. My job is to change that – through the ambition we bring to every brief and how we show up for clients,” Le Gras said in a statement.

Cheil Australia’s CEO Marvin Park described her as a “phenomenal leader”.

“This promotion signals a clear direction for Cheil Australia – we are building on our deeply rooted strengths in retail and commerce to accelerate our creative proposition in market. I am thrilled to partner with her as we drive this next era of growth.”

In her new role, Le Gras will oversee all campaign and creative output across Cheil Australia’s client portfolio, leading the agency’s creative, production and campaign teams and driving the growth of its creative proposition in market.

Cheil Australia currently has about 90 staff, while globally it has a workforce of 8,000 in 46 countries.

As reported by Little Black Book on 3rd July

Samsung has awarded its media account to Publicis Groupe and with Cheil to receive a significantly broader creative remit, following a competitive review.

The agency becomes Samsung's sole creative partner in the Australian market, with incumbent agency Clemenger BBDO not advancing to the final round of the review.

“Samsung Australia recognises the efforts of every participating agency in its recent roster review, and can confirm the process has now concluded," a Samsung Electronics Australia spokesperson said.

Cheil, which is not considered an in-house agency, has nearly 100 staff in Australia and a global workforce of 8,000 in 46 countries.

Cheil Australia CEO Marvin Park said, “We’re thrilled to continue our work with Samsung Australia, as we believe no other agency understands Samsung's business the way we do.

“This is what true partnership looks like."

The brand, which spends $120 million on media billings in Australia, will work with Publicis Groupe to create a bespoke ‘Power of One’ team to work on the Samsung account. Globally, the Samsung unit is called ‘Publicis Constellation’.

Publicis Groupe ANZ CEO Michael Rebelo confirmed the news.

“We’re thrilled to partner with Samsung at a particularly exciting time for both organisations,” he said.

"We look forward to bringing the full power of Publicis Groupe Australia’s connected capabilities to help unlock growth across the entire Samsung Australia enterprise.”