Oliver wins Samsung Latin America account, with Pencil at the core of the operation

Originally reported by Propmark, 4 May 2026

Oliver has won the Samsung account for Latin America and will now lead marketing planning and creative for the Mobile Experience division, with a focus on the Galaxy ecosystem. The partnership covers integrated strategies to promote smartphones, tablets, wearables, and other connected devices across the region.

The scope includes always-on content production for Instagram, Facebook, TikTok, and YouTube, along with digital assets for point of sale and online environments. The remit also extends to localisation across Latin American markets and support for CRM and email marketing.

The team will operate in-house, embedded inside Samsung's regional office, to speed up turnaround and deepen creative collaboration. The operation will be led by Rafael Lenci, business lead at Oliver, who will be responsible for aligning delivery with Samsung's strategy and brand positioning. Samsung confirmed that the agreement is regional in scope and does not affect the existing agency structure serving Brazil, which will retain its current model and local partnerships.

"This initiative is happening at a strategic moment, reflecting the evolution of our regional operation in a landscape increasingly shaped by innovation and the adoption of artificial intelligence. Combining our vision and expertise with Oliver's tools will allow us to accelerate results, gain scale, and strengthen our strategic presence across the Latin American continent," said Renato Shiratsu, Senior Marketing Director at Samsung Latin America.

"We're proud to begin this relationship with Samsung Latin America, a market leader recognised for purpose-driven technological innovation. Throughout the development of this collaboration, we built a tailored regional operating model. This partnership reinforces our ability to deliver intelligent, scalable solutions for our clients and validates our delivery model for increasingly complex marketing ecosystems," added Fabio Pellim, Managing Director at Oliver.

The operation has been designed around Pencil, driving efficiency, accelerating production, and amplifying creativity from end to end across the Galaxy account.

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