Samsung appoints agency for CRM transformation task

Samsung Electronics Europe is planning a major transformation of its CRM strategy across 16 European markets and has appointed Dentsu agency Merkle to handle the brief.

The three-year contract, awarded after a competitive pitch process, will see the deployment of advanced technology and AI to automate and optimise CRM activation, with the aim of driving efficiency, scalability, and future-proofing Samsung’s marketing operations.

Building on Samsung’s appointment of Dentsu and Publicis to enhance media planning and performance across MENA in December, the new CRM brief is designed to underscore Samsung’s commitment to innovation and operational excellence across its global marketing ecosystem.

It is said that Merkle impressed Samsung with its “bold vision and transformative approach”, proposing a solution that goes beyond incremental improvements.

The initiative will begin with a comprehensive discovery phase to create a CX blueprint, followed by the deployment of advanced tools and methodologies designed to streamline processes and elevate customer engagement.

The appointment will see Merkle collaborate closely with Samsung’s European office and local market teams, integrating existing technology with solutions to deliver a seamless, scalable CRM framework.

In addition to transformation work, Merkle will provide strategic and creative support during peak periods.

Samsung Electronics Europe head of CRM strategy, ops and insights Shailash Ladd said:
“Merkle stood out in the review process by going above and beyond the brief. Their proposal wasn’t just about maintaining the status quo – it was about redefining and transforming how CRM can drive business growth. We’re excited to work together to create a future-ready model that enhances efficiency, agility, and customer connection across all our European markets.”

Merkle UK chief executive Chris Freeland added: “Our approach is about more than technology – it’s about enabling Samsung to deliver exceptional customer experiences at scale. By combining AI-driven automation with strategic insight, we aim to help Samsung set a new benchmark for CRM excellence across Europe.”