Samsung Australia Parts Ways With Edelman After 11 Years – PRovoke Media

SYDNEY — Samsung has shifted Australian PR duties to Ogilvy PR, less than 12 months after extending incumbent firm Edelman’s long-term remit on the assignment. 

The end of Edelman Australia’s 11-year relationship with Samsung follows a competitive tender process. Ogilvy PR is tasked with overseeing traditional media and stakeholder relations as well as integrated earned media-led campaigns to increase affinity for the Samsung brand among Australian consumers.

“Samsung is excited to commence this new relationship with Ogilvy PR,” said Samsung communications head Shaneez Johnston. “The agency has exceptional experience in the technology sector but also the depth of creative and strategic experience and talent to help us continue to achieve our growth targets and build our brand in this country.

“We are also proud of the work that we have delivered together with Edelman over the duration of our relationship. We are grateful for their partnership over the years, which has helped Samsung to become a market leader in Australia.”

Edelman’s longstanding global relationship with the Korean electronics giant has seen significant change in recent times. In 2019, Samsung shifted Southeast Asian and Oceania duties from Edelman to IN.FOM. In 2020, meanwhile, Samsung Mobile ended its lucrative digital relationship with Edelman in the US.

Two years ago, Samsung Australia consolidated creative and media duties with CHE Proximity. 


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