Richard Noble Samsung Australia PR Manager has not returned our calls.
Earlier this year, Fleishman-Hillard was appointed to handle the global mobile business for Samsung, with Edelman and Weber Shandwick now vying to handle the consumer electronics business globally.
ChannelNews understands that Panasonic Australia is also reviewing their PR needs.
Late last year Samsung appointed Publicis Groupe’s Razorfish its digital agency of record and hired a WPP team to support B-to-B initiatives.
In Australia all of Samsung Australia’s PR needs are serviced by Edelman, the loss would be a major blow to the Company who has recently staged some major PR events at the Sydney Opera House and the Star Casino.
In 2012 Samsung spent $4.350 billion marketing their brand this was almost double its global ad expenses of $2.714 billion in 2011.
They also spent $558.8 million on global PR activities $476.1 million in 2011.
Samsung’s mobile electronics business has emerged as the only serious contender to Apple in the smartphone market in terms of both perception and sales. The brand’s share of sales increased from 21% in the fourth quarter of 2011 to 30% in the fourth quarter of 2012. Apple’s increased from 39% to 41% over the same time.
On a global basis, Samsung is by far the largest maker of smartphones, shipping 384.6 million across the globe last year compared to 130.1 million iPhones, according to eMarketer. Samsung had nearly 22% of the global smartphone market in 2012 compared to 7.5% for Apple.
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