Samsung issues RFP for TV business

RIDGEFIELD PARK, NJ: Samsung is reviewing agencies for its visual display business, which mostly includes its line of televisions, according to several industry sources.

RIDGEFIELD PARK, NJ: Samsung is reviewing agencies for its visual display business, which mostly includes its line of televisions, according to several industry sources.

Jose Cardona, corporate communications manager at Samsung, confirmed that an RFP was underway, but declined to give additional details. He told PRWeek via e-mail that Samsung “evaluates many of its vendor relationships on a regular basis,” calling it a “sound business practice.”

He added that the pitch is invitation-only and those being considered have already been notified. MWW, the company's North American AOR, currently has a portion of the visual display business, according to industry sources.

PRWeek reported earlier this year that Samsung consolidated its global and crisis communications agencies with Edelman. MWW was not involved in this pitch. Both agencies, which deferred comment to Samsung for this story, were believed to be involved in the pitch, sources said. However, MWW CEO Michael Kempner told PRWeek that his agency declined an invite to participate in the review.

According to media reports, Samsung is expected to post strong Q2 earnings on Friday, largely because of its TV business. The company recently conducted a global marketing campaign to mark the launch of its LED TVs. The LEDs cost about $600 more than traditional flat screens but have bucked economic trends and posted strong sales, BusinessWeek reported earlier this month.

Updated July 28, 2009, 10:35am

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