The global account is worth an estimated US$2m and will be principally run from New York. Samsung’s Asia-Pacific accounts, also with Edelman, remain unchanged.
The development is not expected to affect other existing relationships that Samsung has with Bite PR across Europe, Weber Shandwick for its UK product business and the MWW Group in North American.
The global account is thought to be a new brief that will see Edelman advising the consumer electronics giant on global corporate messaging and issues management. Edelman has previously performed a similar function for the company in the US.
According to agency sources, Edelman Europe vice-chairman Michael Burrell played a key role in leading Edelman’s successful pitch.
The decision follows a pitch in Seoul that also included Weber Shandwick and Burson-Marsteller. ‘Samsung’s global corporate comms challenges are transparency and governance,’ said an agency source involved in the review.
Samsung found itself facing a full-blown crisis last year when reclusive chairman Lee Kun Hee was forced to resign following a major tax-evasion scandal.
The development is not expected to affect other existing relationships that Samsung has with Bite PR across Europe, Weber Shandwick for its UK product business and the MWW Group in North American.
The global account is thought to be a new brief that will see Edelman advising the consumer electronics giant on global corporate messaging and issues management. Edelman has previously performed a similar function for the company in the US.
According to agency sources, Edelman Europe vice-chairman Michael Burrell played a key role in leading Edelman’s successful pitch.
The decision follows a pitch in Seoul that also included Weber Shandwick and Burson-Marsteller. ‘Samsung’s global corporate comms challenges are transparency and governance,’ said an agency source involved in the review.
Samsung found itself facing a full-blown crisis last year when reclusive chairman Lee Kun Hee was forced to resign following a major tax-evasion scandal.
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