Edelman wins Samsung from Weber Shandwick

Weber Shandwick has lost the Samsung PR account to rival agency Edelman following a review.  

The announcement:

SYDNEY, Australia – November 08, 2010 – Following continued local business growth, Samsung Electronics Australia has conducted a review of its communications requirements moving into 2011 and has appointed Edelman Australia as its new lead public relations agency. The firm will take over from current agency, Weber Shandwick, from December 2010 and will handle PR for the company’s entire consumer electronics business across AV, Digital Imaging, Telecommunications, IT, Home Appliances and Corporate.

As one of Samsung Electronics’ global PR agencies, the engagement of Edelman aims to closer align local, regional and global communications to ensure consistent message delivery and more effective implementation of international PR strategies. Edelman Australia CEO, Michelle Hutton, will be heading up the new team, working closely with her international colleagues to deliver creative and impactful local PR activities.

“We recognise the important role public relations has, and will continue to play in helping us excite and engage consumers in the Samsung brand,” said Lambro Skropidis, Head of Marketing for Marcomms and Corporate Marketing, Samsung Electronics Australia. “We have experienced some great success with Weber Shandwick over the last two and a half years, including record breaking results for the launch this year of 3D TV technology, and thank them for their support and hard work.”

“However, as our business grows, Australia is increasingly becoming a key market for global comms activity and product launches. Consequently moving into 2011, as Samsung continues to build its leadership position in the consumer electronics industry, we believe that there are some significant benefits for our business in aligning our local PR with the work being activated in other key markets, and Edelman is well placed to help us achieve that. We have been impressed with Michelle and the new team at Edelman and are looking forward to working with them to reinvigorate our local PR offering while leveraging the strength of our global communications network.”

“We’re delighted to have been appointed lead PR agency for Samsung Australia, extending our important global partnership to this market,” said Michelle Hutton, Edelman Australia CEO. “Our team and I look forward to working with Samsung to continue to build its leadership in the consumer electronics category with innovative and impactful PR and communication.”

The team at Edelman will work closely with Samsung’s corporate communications team, which includes Corporate Communications Manager, Jai Sanderson, and Public Relations Manager, Jon Manning.

Source: Samsung press release


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