NEW YORK: Samsung selected Allison & Partners as AOR for its division that includes notebook PCs, LCD monitors, laser printers, and copiers.
Allison will work with Samsung on its information technology division to grow the brand for b-to-b audiences, in addition to consumers.
“We're a lesser-known entity of Samsung so we need to elevate our brand awareness with IT buyers, decision- makers, and influencers,” Jason Redmond, senior manager of integrated marketing at Samsung, told PRWeek. “So we needed an agency with a good understanding of the IT space and of the channel, and good knowledge of vertical markets.”
In March, Samsung stopped working with MWW on this division, Redmond said. The company was given the green light to conduct a review this summer, but MWW did not repitch the business.
Michael Kempner, CEO of MWW, told PRWeek the agency is “proud of the work we did for Samsung's ITD division and wish[es] them the best with their new agency.”
Samsung's Redmond declined to disclose the division's PR budget but said it represents a “significant investment on Samsung's part.”
Samsung is in the process of building a b-to-b brand for the IT division, Redmond said. The communications outreach will focus on small- and medium-sized businesses that are buying their office equipment online or at retail stores like Best Buy.
Redmond said it's too early to disclose details around the planned communications to reach these audiences but noted “it's going to be a very customer-focused brand strategy.”
Jonathan Heit, SVP for digital media at Allison, said “Samsung will rank as one of the larger accounts within our portfolio.”
Earlier this year, Samsung hired Weber Shandwick as the PR agency for its North American corporate work, US consumer electronics, and global visual display divisions. Current Lifestyle Marketing was also hired to drive consumer awareness for Samsung's home appliance products.
The North American product and corporate work was previously handled by MWW. PRWeek previously reported that MWW continues to work on Samsung's telecoms business.