Publicis Groupe weighs bid for 30% of Cheil Worldwide

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Samsung's new "Dolphin Whisperer" ad.
Samsung's new "Dolphin Whisperer" ad.

The stake would make Publicis the Korean company's largest stakeholder

Publicis Groupe is considering a bid for a controlling stake in Cheil Worldwide.

The company is mulling an offer to take a 30% stake in Seoul-based Cheil Worldwide, a report in Bloomberg has said.

The stake would make it the company’s largest stakeholder. Cheil began as Samsung's in-house agency. Samsung currently owns around 25% of the agency. 

A Publicis Groupe spokeswoman said, "We do not comment on rumours." Cheil Worldwide could not be reached for comment. 

Last week, Samsung released a new TV ad, "The Dolphin Whisperer," promoting the company's connected devices. The ad was created by Samsung's lead creative agency in the UK, Cheil London, and tells the tale of a young man who becomes a meme after his wife films an interaction between him and a beached dolphin.

In November, Samsung Electronics consolidated its media planning and buying into Starcom Mediavest Group, moving its UK out-of-home account from Cheil and Rapport in the process.

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