The incumbent Apco Asia is believed to have handled the business for more than two years.
Shout, a subsidiary of Waggener Edstrom Worldwide, will work directly with Samsung's marketing and communications group to meet the PR and marketing requirements of four product divisions, including plasma and LCD televisions, audio visual products, IT products and living appliances such as refrigerators, air conditioners and washing machines.
Shout, founded about five years ago, was acquired by Waggener in May last year. Its parent -- the world's number two independent agency group -- is the agency of record for Microsoft's global account.
Samsung Electronics' managing director, BW Kim, noted: "(Shout Sheng) have shown their expertise in highlighting the human side of technology, which to us, is extremely important."
According to David Ko, Waggener managing director, the agency won the brief based on its creative skills and understanding of the business. "Samsung was looking for an agency which is very results oriented, creative and can think outside the box," said Ko.
Samsung hands HK PR business to Shout Sheng
Samsung Electronics has handed Shout Sheng Communications its PR business in Hong Kong after a four-way shootout.