The decision follows a pitch in Seoul that also included Weber Shandwick and Burson-Marsteller. The account is thought to be a new brief that will see Edelman advising the consumer electronics giant on global corporate messaging and issues. The development will not, however, affect existing relationships that Samsung has with Bite PR across Europe, and Weber Shandwick for its UK product business. Samsung already works with Edelman in Asia-Pacific and the US, and counts MWW Group as its North American agency.
“Samsung’s global corporate communications challenges are transparency and governance,” said a source involved in the review.
Representatives from Samsung’s European press office declined to comment. Samsung recently decided to replace all eight heads of its overseas units in a bid to revive its global momentum. The company has also completed a major organisational reshuffle, splitting into two groups. One oversees semiconductor and LCD units, and the other digital media and telecommunications.