LONDON--Samsung Electronics has selected A&R to handle a seven-figure assignment focused on building global awareness of its London 2012 Olympics sponsorship.
A&R, an Edelman subsidiary that already handles several Samsung assignments, prevailed following a pitch in London that was revealed by the Holmes Report earlier this year. It is understood that Samsung’s other roster PR agency, Weber Shandwick, took part in the pitch alongside a handful of agencies.
Samsung’s relationship with the Olympics began in 1997, when it signed a TOP (The Olympic Partner) contract with the IOC, which has since been extended until 2016. The company is now one of 11 category-exclusive Worldwide TOP Partners for the London 2012 Games, the most expensive level of Olympics sponsorship.
It is also understood the brief includes activity around Samsung's sponsorship of the 2012 Olympic Torch Relay.
Last year, A&R was selected to handle the company’s global smartphone comms after winning its international corporate assignment in 2009. Weber Shandwick, meanwhile, oversees Samsung’s global visual display and its North American corporate and consumer electronics business.
In the UK, Samsung has two retained agencies: The Red Consultancy and Kazoo.
Samsung is the latest sponsor to appoint an agency to handle its Olympics PR requirements. Last year, P&G handed its London 2012 activation brief to Hill & Knowlton, while BP chose Ogilvy PR to handle a similar programme.