MWW Group was named AOR across all Samsung divisions in May 2006, but its focus was primarily on mobile phones. Samsung was well known for innovative, sleek, and stylish phones, but virtually unknown for its accessories.
Samsung tasked MWW to raise awareness as it pushed into the accessories market.
"Samsung wanted to go from zero awareness to being seen as a player in this market - it's a big chasm," says MWW VP Eric Villines. "Accessories aren't highly covered. As a pilot ...