CMC quits Samsung to promote Philips brands

Samsung Electronics is seeking a UK PR agency following a decision by Complete Marketing Communications to resign the account to work for Philips Electronics.

Samsung Electronics is seeking a UK PR agency following a decision by Complete Marketing Communications to resign the account to work for Philips Electronics.

CMC was awarded the six-figure Philips PR brief earlier this month without a pitch to promote brands within the Philips Consumer Communications and Philips Consumer Electronics divisions.

The appointment is part of a major overhaul of PR at Philips that began in June last year with the creation of the first PR department at Philips Consumer Electronics, headed by media relations manager, Tina Withington.

She reports to Philips Consumer Electronics marketing director, Scott Levington, and is assisted by press officer, Ruth Noah.

Previously all PR work at Philips had been dealt with by Landmark, which has been retained to act as Philips Electronics corporate agency.

Withington said CMC's role would be to assist her department with consumer promotion for Philips Consumer Electronics goods such large screen TVs, DVD players and audio systems.

CMC will take over all consumer PR work within the Philips Consumer Communications division, reporting directly to marketing director Tim Mashman. PCC products include mobile phones and home office fax machines.

'We didn't feel a pitch was necessary. We looked at CMC's track record and consulted with journalists and it was clear to us that we'd found the company we needed,' said Withington.

The account will be dealt with at CMC by account directors Stan Vincent and Nicky Yeaman. Both report to managing director Andrew Burslem, who had previously managed the Philips Consumer Electronic account at the agency Mathieu Thomas.

CMC had worked on Samsung Electronics since January 1998, and this experience was one factor in its selection for the Philips brief, according to Withington.

Samsung is now on the hunt for a new agency to work on promoting its brown and white goods, ranging from DVD players to refrigerators.

A shortlist of agencies has already been drawn up, but a company spokesperson would not confirm how many agencies were pitching, or when the appointment will be made.

This week, the Korean electronics giant announced its profits last year totalled pounds 3.4bn. This figure is up 89.4 per cent from 1999.



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