Samsung Gulf hires new UK CRM agency with Flourish

Samsung Gulf Electronics has appointed a UK agency as part of plans to build a more sophisticated, value-rich and relevant CRM programme for its consumers across the UAE, Qatar, Kuwait, Oman and Bahrain.

Bristol-based Flourish has scooped the business following a competitive pitch process; the agency previously worked with Samsung Gulf on its CRM account between 2016 and 2022.

The renewed partnership will see Flourish and Samsung Gulf develop enhanced CRM strategy, planning, creative development, channel innovation, reporting and analytics – aimed at elevating the CRM experience for Samsung Gulf customers across the region.

The contract will span Samsung Gulf’s direct-to-consumer and corporate marketing, mobile experience, visual display, home appliances and display solutions divisions.

Initial activations are supporting key ecommerce events such as summer and back-to-school, as well as several product launches, which have included the successful launch of the flagship Samsung Galaxy Z Fold7 and Flip7 smartphones, the latest iterations in Samsung’s foldable category.

The appointment reflects the growth of the agency’s Dubai office, which is on track to double in size by the end of 2025 compared to 2023, with the account being led by Fadi Awada, newly appointed business director for Flourish’s Dubai operations.

Flourish and London-based creative services business Curious are part of the Harbour Group as well as the Harbour Collective; former adman Paul Hammersley is CEO.

Flourish managing director Ian Reeves said: “It’s great to be back working with Samsung Gulf, a brand that truly understands the value of CRM done right. This new partnership is also recognition of the work we’re delivering for clients across five continents and in more than 40 languages.

“Our consultancy model is clearly resonating with brands that are tired of consultants who talk a good game but don’t do the doing. They want independent partners who can work flexibly across technologies to create genuinely customer-first experiences, and that’s exactly where we thrive. It’s also been great to see clients respond so positively to the early Harbour Group offering, which gives us the scale and specialism to drive even greater impact.”