SINGAPORE: Korean technology giant Samsung Asia is repitching its
Singapore PR account from Miller Shandwick Technologies (MST) and has
spoken to at least two other agencies in the review.
Samsung assistant manager of regional marketing Cynthia Lee confirmed
the company had spoken to other agencies and that the matter will be
finalised later this month.
But she was quick to downplay the situation: 'We are just evaluating the
account and it is normal procedure for us (to speak to other PR
She refused to comment on MST and whether the agency was taking part in
MST won the account early last year to oversee PR across Singapore, Hong
Kong and Thailand.
Senior industry sources cited sentiment within Samsung's Singapore
office that MST failed to provide service commensurate with the
Sources outside MST that have previously worked with Samsung also claim
the Korean conglomerate is an incredibly demanding and difficult client
to work for.
Weber Shandwick Worldwide CEO (Asia Pacific) Alison Clarke said her
colleagues were aware that Samsung had been speaking to other agencies.
She added that Samsung recently gave greater autonomy to its individual
offices to appoint other PR agencies on an ad hoc basis.
This has effectively opened up the account on a regional basis and ended
the consolidation with MST and WSW.
Last year Samsung hired Golin/Harris International to enhance the firm's
corporate image across Europe (PRWeek, 9 March 2001).
In November, Samsung Electronics announced it was stepping up efforts to
expand its presence in the Chinese mobile communications market through
a joint venture with Shanghai Bell Co.