RIDGEFIELD PARK, NJ: Following a three-month, 11-agency search, Samsung has selected MWW Group as AOR for its North American headquarters.
The agency will work on programs across Samsung's US consumer divisions and oversee corporate communications and philanthropy, consumer electronics, telecommunications, and information technology.
"We have very aggressive growth goals in the next few years," said Tara O'Donnell, senior manager of North American corporate communications for Samsung. "We felt that having one agency would add a synergy that was needed to grow our PR programs. We are looking forward to a fresh perspective on things."
Previously, HWH PR handled consumer electronics and IT, while Publicis Dialog oversaw telecommunications.
In an e-mail, Lois Whitman, president of HWH, noted that her agency's 17-year relationship had been instrumental in generating awareness for the brand.
Publicis Dialog declined to comment.
Samsung has seen a surge in its brand reputation. In the most recent Interbrand ranking, Samsung was in the top 20 global brands for the first time, moving ahead of Sony.
"Our brand name has excelled over the last few years and increased the brand recognition, but we need to continue along that path in the US," O'Donnell said.
"The ability to help them accelerate their leadership and accelerate their product sales is an extraordinary opportunity for us," noted Michael Kempner, president and CEO of MWW Group. "It's a very exciting brand to have."
He added that he would be leading the account team, which he described as a "significant" size.