Samsung appoints Ogilvy PR for public relations services in Australia

Samsung Electronics Australia has appointed Ogilvy PR as its public relations agency in Australia, effective from 1 February, 2022.

The appointment follows a tender process and sees Samsung part ways with Edelman Australia following an 11-year partnership.

In July last year, Opr re-adopted its previous name, Ogilvy PR, in line with Ogilvy’s global strategy and the recent launch of the Ogilvy Network in Australia and New Zealand.

Ogilvy PR’s core responsibility will be to deliver earned media results regarding Samsung’s products and services in Australia. This will include traditional media and stakeholder relations as well as integrated earned media-led campaigns to increase affinity with the Samsung brand among Australian consumers.

In January 2020, Clemenger Group won a consolidated account for Samsung, including its media and creative.

Samsung head of communications, Shaneez Johnston, told Mumbrella: “Samsung is excited to commence this new relationship with Ogilvy PR. The agency has exceptional experience in the technology sector but also the depth of creative and strategic experience and talent to help us continue to achieve our growth targets and build our brand in this country.

“We are also proud of the work that we have delivered together with Edelman over the duration of our relationship. We are grateful for their partnership over the years, which has helped Samsung to become a market leader in Australia.”

Ogilvy PR & Ogilvy Health CEO, Richard Brett, commented: “We are beyond thrilled to be Samsung’s new communications partner here in Australia. The entire agency is delighted and honoured by this new opportunity.

“We were incredibly excited about the strategies and ideas that we shared as part of this process, and we’re very happy to get the chance to work with Samsung to deliver our thinking. It is also fantastic to be deepening and expanding Ogilvy’s global relationship with Samsung into Australia”.

A spokesperson for Edelman Australia added: “Samsung is a valued global partner and we have enjoyed a strong partnership in Australia for over a decade. We are incredibly proud of the work we’ve delivered together and wish them every success in the future.”


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