Rapp has scooped its first major account since merging with Proximity London last month, with leading electronics brand Samsung handing the agency its UK social media strategy following a competitive pitch.
Working closely with the in-house marketing and social media teams, Rapp will be responsible for campaign planning, creative development and implementation, as well as the strategic direction of Samsung UK’s social media output.
The appointment marks a focus on customer experience and engagement, with the first work set to launch in July.
We Are Social had previously worked on the UK social media brief, although this relationship ended in 2018. Iris handles Samsung’s UK business, while Wunderman Thompson runs the pan-European CRM account.
The move reunites Rapp with Samsung UK & Ireland marketing director Sharon Hegarty, who joined the company in February from one of the agency’s long-term clients, Virgin Media, where she was director of marketing and brand.
She said: “Rapp impressed us by aligning understanding of our proposition, goals and priorities with the quality of their strategic thinking. The agency proved how they understand our customers and the content they want to interact with on social media.”
Rapp UK executive chairman Chris Freeland said “There is an ever-increasing need for global household brands to be creating relevant and entertaining content for its consumers. This is our heartland and combined with the resources and talent from our recent merger with Proximity, Samsung represents an exciting opportunity at an important juncture for us.”
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