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Samsung Seeks US Corporate PR Counsel
Aarti Shah
Holmes Report
COO & Senior Editor

Samsung Seeks US Corporate PR Counsel

Korean technology giant floats seven-figure brief after spying controversy.

Aarti Shah

Samsung Seeks US Corporate PR Counsel

NEW YORK — Samsung is seeking PR agency support for a seven-figure US corporate brief, amid the technology giant's ongoing smart TV spying controversy.

The Holmes Report understands that the brief specifically mentions privacy and crisis counsel. It comes after Samsung warned customers about discussing personal information in front of their smart TV sets, which has prompted the Electronic Privacy Information Center to ask the Federal Trade Commission to investigate the issue.

In addition, Samsung is seeking thought leadership and storytelling support, including strategy, CSR, lifestyle/design content and media relations.

The brief is not expected to impact Edelman's remit as Samsung's global corporate PR agency of record. The firm also handles digital and social media for Samsung, and works for Samsung's semiconductor division.

Since 2013, FleishmanHillard has handled Samsung's consumer electronics business, focusing on TVs and home entertainment; MWW is the primary agency for its mobile work; Allison & Partners handles cameras and camcorders; PCs, monitors and printers; Current Lifestyle manages home appliances; and PMK*BNC manages experiential marketing for mobile.

In a separate development, Samsung commenced a European corporate PR review in late 2014, and hired Good Relations to oversee corporate and B2B PR in the UK and Ireland.

Earlier this year, Samsung reported that fourth-quarter net profit dipped by 27% — the third straight quarter of decline. 

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