Samsung poised to strengthen European PR roster

Consumer electronics giant Samsung is in the final stages of agency talks that are set to expand its European roster.

Samsung: taking on Apple in the smartphone business
Samsung: taking on Apple in the smartphone business

The world’s biggest maker of TVs and mobile phones is preparing to add to its current line-up of Bray Leino and Blue Rubicon – neither of which are understood to be repitching – following a pitch process.

Work will stretch across the consumer, corporate and b2b sectors, with the roster operating on a project-by-project basis and covering Samsung’s full range of products. 

‎Samsung’s head of European campaigns Jeroen Rigole said he expected a roster of up to four agencies would cover consumer and corporate work, with a separate process taking place for b2b. 

The new hires, which will work with local agencies across the continent, are not expected to impact the company’s relationship with UK incumbent The Red Consultancy.

"As the business is growing and evolving we are trying to reach various audiences across Europe and are keen to find the most creative and talented people," said Rigole.

"We also want to communicate with consumers in not just a tech-focused way looking at product specifications, but in terms of benefits they offer to their lives."

Samsung’s Q1 operating profit dropped by three per cent year-on-year to $8.2bn, after the company was hit by a global slowdown in smartphone growth.

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