Edelman wins £1.5m Samsung account

Samsung Electronics is bel­ieved to have selected Edelman to handle its global corporate business following a battle between some of the biggest-hitters in the agency world.

Evolving: last year’s ad to be followed by new PR strategy
Evolving: last year’s ad to be followed by new PR strategy

The global account is worth an estimated £1.5m and will be principally run from New York.

It is thought to be a new brief that will see Edelman advising the consumer electronics giant on global corporate messaging and issues management. Edelman has previously performed a similar function for the company in the US.

The development is not exp­ected to affect existing relationships that Samsung has with Bite PR across Eur­ope, and Weber Shandwick for its UK product business. Samsung also works with Edelman in Asia-Pacific and counts MWW Group as its North American agency.

According to agency sour­ces, Edelman Europe vice-chairman Michael Burrell played a key role in leading Edelman’s successful pitch.

The decision follows a pitch in Seoul that also included Weber Shandwick and Burson-Marsteller. ‘Samsung’s global corporate comms challenges are transparency and governance,’ said an agency source involved in the review.

Samsung found itself facing a full-blown crisis last year when reclusive chairman Lee Kun Hee was forced to resign following a major tax-evasion scandal.

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