INTERNATIONAL: Samsung Asia repitches Singapore work

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

the repitch.

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.

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