Samsung hands global smartphone brief to Edelman
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Samsung hands global smartphone brief to Edelman

Samsung Electronics has selected Edelman to handle the PR component of a major marketing campaign that will launch the next generation of its Galaxy smartphone range.

Holmes Report

By Arun Sudhaman

SEOUL: Samsung Electronics has selected Edelman to handle the PR component of a major marketing campaign that will launch the next generation of its Galaxy smartphone range.

A Samsung spokesperson confirmed the development, after the Holmes Report first revealed that the pitch was taking place in Korea. It is understood that the business will be housed within Edelman’s A&R subsidiary due to conflict with other brands, notably RIM.

Agencies from the marketing world pitched for a number of briefs, including digital marketing, retail marketing, PR, advertising and media. It is unclear which agencies won the remainder of the briefs, although Campaign is reporting that UK ad shop CHI & Partners has landed Samsung’s global mobile business.

Currently, Samsung’s Galaxy range includes the Galaxy S smartphone and the Galaxy Tab tablet, which debuted earlier this month.

It is understood that Weber Shandwick, which already handles Samsung mobile business in specific markets, also took part in the pitch. Edelman won the electronics giant’s global corporate brief in 2009.

“The selection criteria was based not only on the strength of the creative work submitted during the pitching process but also on the communication strategy and capabilities requirement desired for this particular campaign,” said a Samsung spokesperson in Korea. “All agencies will play an equally important role in the marketing communication plan.”

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