By Arun Sudhaman
SEOUL: PR and advertising networks have gathered in Korea to pitch a broad marketing communications brief for the next generation of Samsung Electronics’ Galaxy smartphone.
Sources have informed the Holmes Report that agencies have been asked to provide proposals that span digital, PR and advertising, as Samsung intensifies its efforts to battle smartphone rivals Apple and RIM.
Currently, Samsung’s Galaxy range includes the Galaxy S smartphone and the Galaxy Tab tablet, which debuted earlier this month. “I think the distinction in people’s minds between tablets and smartphones will start to merge,” said one agency source involved in the review. “They are going to try and have a positioning that works across both tech adopters and lifestyle.”
The Holmes Report understands that Weber Shandwick and Edelman are both involved in the review. A Samsung spokesperson confirmed that the company does not currently retain a global PR agency for its handset business, instead appointing firms on a project basis. Edelman won the electronics giant’s global corporate brief in 2009.
Other agencies Samsung works with include ad agency Leo Burnett and media shop Starcom. The company also owns in-house advertising network Cheil Worldwide.