The move by consumer electronic Companies to review their PR operations comes as many of them realise that brand and getting traction in Lifestyle publications is key tho their brands future. 

 last year Sony appointed a new a new PR Company after 8 years with Stenmark. Also under going review according to sources are both the NEC account and the LG account.  

Jesse James at Samsung told ChannelNews that Samsung had recently put the business up for pitch and that Edelman had declined to participate and resigned the account.

James refused to name the new agency thou sources have told ChannelNews that Weber Shandwick is currently shopping for staff to work on a CE account.
 
In a statement to Media Connect James said "The long standing heritage between Samsung Australia and Edelman Sydney is something we are all very proud of," said James. "Samsung has enjoyed tremendous growth over the past few years, and the market presence we have established, with the help of Edelman, has contributed greatly to our success."

Amanda Little, Edelman acting managing director, said the decision to end Edelman's long-running relationship with Samsung Australia was "by mutual agreement and completely amicable".