Samsung turns from Weber Shandwick to The Red Consultancy

Samsung has handed its six-figure UK consumer account to The Red Consultancy after just a year with Weber Shandwick.

Consumer focus: Samsung ad
Consumer focus: Samsung ad

The account, thought to be worth around £500,000 a year in fees, went to Red after a three-way pitch. Rival consumer shop Resonate was understood to have participated in the pitch process, but it is thought Weber Shandwick did not re-pitch.
 
The brief spans all Samsung’s products ranges, including its market leading TV and mobile products, but Red will focus primarily on building an overall brand identity for the firm and stimulating consumer engagement.
 
The change in focus of Samsung’s PR operation comes with the appointment of Rachel Cameron as its head of PR for the UK. Cameron joined from being corporate communications manager at Hewlett-Packard eight weeks ago and has, she said, conducted an extensive audit of Samsung’s marketing.
 
‘In the past we have been very product focussed,’ said Cameron. ‘I want to move to be more focussed on capturing the attention and imagination of consumers themselves.’
 
Red’s PR work will support a multi-million pound advertising effort, including a £5m campaign for its Samsung Jet mobile phone handset that launched this month.
 
Mike Morgan, Red CEO, said: ‘Samsung is a very well advertised brand and has high visibility from its sponsorship of Chelsea. The aim now is to establish a deeper more emotional connection with people and bring a little more consumer belief and meaning to the brand.’
 
Weber Shandwick will continue to work with Samsung in Continental Europe. Edelman won the firm’s global corporate PR account in January.

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