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.

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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