According a statement by Samsung, WS, effective immediately, will handle strategic counsel and external communications across North American corporate marketing activities, ranging from the company's sports and cause marketing initiatives, to sponsorships and online media efforts. The agency will also promote Samsung's consumer electronics products, including HDTVs, Blu-ray players, and Home Theater systems on a global as well as US level.
Samsung also enlisted Current Lifestyle Marketing to help drive consumer awareness for Samsung's home appliance products, the company said.
The North American product and corporate work was previously handled by fellow Interpublic Group company MWW, which will retain Samsung's telecoms business. MWW CEO Michael Kempner told PRWeek that the agency declined to participate in the pitch.
Jose Cardona, corporate communications manager at Samsung, previously told PRWeek that Samsung “evaluates many of its vendor relationships on a regular basis,” calling it a “sound business practice.” He added that the pitch was invitation-only.
PRWeek reported earlier this year that Samsung consolidated its global and crisis communications agencies with Edelman. The new brief does not affect Edelman's global corporate AOR standing or other existing agency relationships, such as R&J Public Relations, which is US AOR Samsung's Digital Imaging product business.