The account involves product support for Samsung mobile phones, computer products and white and brown goods such as plasma screens and MP3 players.
Samsung approached nine agencies to pitch for the account, including C&W, which declined. It has whittled the agencies down to a three-strong shortlist, leaving Bite Communications, August One Communications and Rainier PR to battle it out.
‘We did not decline the work because of a conflict of interest and we are parting with Samsung on good terms,’ said C&W digital director Ginny Arnold.
The winning agency will report to Samsung head of marketing and communications Eamon Collins.
‘We want to appoint an agency that will revitalise our product PR and emphasise the breadth, range and focus to UK media,’ Collins said.
C&W will continue to handle PR for Samsung’s Olympic sponsorship across the UK and Europe, as well as its consumer PR campaigns in Italy, Germany and France.