Wunderman has been appointed to lead Samsung Electronics’ CRM and loyalty marketing activity across Europe, beating off competition from DigitasLBi and Havas Helia.
The incumbent agency on the account was Amsterdam-based Yourzine. Iris holds the UK CRM business, which will not be affected by the review, which was handled by Oystercatchers.
Wunderman’s remit will include strategy, communications, campaign management and deployment for Samsung’s CRM and loyalty activity, with the objective of driving better customer experiences and unlocking customer value.
Reporting into the Samsung Europe Office digital team, Wunderman will be tasked with delivering a regional strategy to be deployed across 17 local markets spanning over 30 different countries.
Samsung Electronics Europe vice president of digital Sandrine Desbarbieux commented: “We were seeking an agency that really understood our business and what our brand and products mean to our customers. Wunderman stood apart and we look forward to the beginning of what we hope will be a very successful partnership.”
Wunderman EMEA chief executive Mel Edwards added: “We pride ourselves on helping global brands develop strategies that maximise their relationship with customers, so we’re incredibly excited about this new partnership.
“Samsung is a brand we admire and it shares the same commitment to innovative thinking that we do. It goes without saying that we’re very much looking forward working together, driving value for Samsung’s long-term success.”
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