SEOUL—Samsung has concluded a review of its global corporate PR business, retaining incumbent Edelman to handle the multimillion dollar assignment.
The business has been handled by Edelman since 2009. The agency was one of four global PR firms that travelled to Korea last week for final presentations two weeks ago, with Samsung understood to have communicated its decision last night.
The corporate assignment focuses on support for Samsung's global HQ. As the world's largest mobile phone maker, Samsung has found itself facing increased scrutiny of its corporate governance record and overall behaviour.
For example, Taiwan's Fair Trade Commission yesterday fined Samsung $340k for allegedly fabricating an internet campaign to undermine rival HTC. The company has also been locked in a legal battle with Apple.
Samsung has restructured its PR agency alignment to significant effect in recent months. Earlier this year, the company moved North American consumer and corporate PR duties to FleishmanHillard and Edelman, respectively, at the expense of Weber Shandwick.
Samsung is now one of Edelman's largest accounts, thanks to numerous relationships around the world, including a major digital mandate in New York, and a long track record with the Korean company.
The company also hired FH to oversee its global mobile business at the start of the 2013.
Samsung representatives did not respond to request for comment as this story went live. Edelman representatives declined to comment.