Cohn & Wolfe to promote Samsung Electronics UK

Cohn & Wolfe has picked up the entire Samsung Electronics (UK) brief, which went to pitch after incumbent Complete Marketing Communications quit the account.

Cohn & Wolfe has picked up the entire Samsung Electronics (UK) brief, which went to pitch after incumbent Complete Marketing Communications quit the account.

CMC handled the account for three years, but decided to resign the work in favour of a six-figure Philips Electronics brief (PRWeek, 19 January).

In response, Samsung decided to reorganise its agencies. Previously, it also retained Catalyst Communications to promote its business products.

But now C&W will look after the entire range of Samsung Electronics' consumer and business products, which includes fax machines and computer monitors. There was a three-way pitch for the account.

'With increasing convergence taking place across our business and consumer portfolios, Samsung Electronics has decided to consolidate its PR into one consultancy,' said Samsung Electronics (UK) executive director Ali Demin.

The Samsung account is the first to be won by C&W digital, the latest division of the London agency. The brief covers everything from launching Samsung's internet refrigerators - which allow users to order food over the internet from their kitchen - to the next generation of mobile phone handsets.

C&W associate director Ginni Arnold will head the account, reporting to Demin and head of marketing Caroline Paden. Arnold said the account would focus on product-by-product, but that promoting the convergence technology 'will raise Samsung's brand awareness'.

Samsung retains Golin/Harris on a corporate brief, reporting directly into Samsung's head office in Korea.



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