Samsung Canada has added Leo Burnett to its stable of agencies, with work already underway to help launch the Galaxy Note 10 mobile.

Samsung will continue to use Cheil (which is part of Samsung) for creative duties, along with North Strategic and media agency Starcom.

Leo Burnett CEO Ben Tarr said there was a “formal process” to win the new business, but that process began because of the agency’s expanding global relationship with the Korean electronics giant. The agency started on some retail and dynamic creative for the Galaxy Note 10 in August, but the first significant work is still in development.

Being part of Publicis Groupe’s “The Power of One” collaborative model of shared thinking and services across the holding company’s vast network was also important, said Tarr.

“Leo Toronto’s strategic, creative and design reputation speaks for itself,” said David Allard, CMO of Samsung Electronics Canada, in a release.

“If you add to that their enthusiasm and Power of One operating model globally, we have a partner that brings immense resources to driving our business forward. We look forward to a very impactful collaboration.”