Samsung embarks on global CRM review

Samsung has begun a review of its global CRM account, Campaign has learned.

The scope of the review is not clear, but Campaign understands it does not affect Digitas' relationship with the brand, which was appointed to Samsung's UK CRM account in 2020. The move brought Digitas closer to the brand’s media agency and fellow Publicis shop Starcom.

In 2023, Digitas expanded its relationship with Samsung when it was appointed as the brand's UK direct-to-consumer analytics agency of record.

RGA previously held some of Samsung’s global CRM account, but it is understood that the agency has not worked with the brand in this capacity for over a year. 

In 2023, for the launch of the Samsung Galaxy Z Fold5 and Flip5, R/GA developed a design system and personalised email campaign that asked customers to “Join the flip side”.

Last year, the former IPG shop won Samsung’s global social media account, excluding the UK. The UK part of the account, held by Coolr, is also currently being reviewed. 

Samsung has a complex global structure, comprising numerous business units and agencies in local markets. Samsung Electronics includes home appliances, mobile phones, and wearable technology. 

Samsung Group is also the parent to advertising network Cheil Worldwide, which owns Iris and BMB.

Mother works with Samsung on UK creative and extended its relationship from project-based to retained last year. Iris works with Samsung on brand platforms, including "Samsung skate" and the campaign "Unmissable moments” released this month.

Starcom brokered deals in 2024 with Channel 4’s Sunday Brunch and signed up Samsung and Lego to be part of Wavemaker's Gladiator II-inspired stone display on Piccadilly Lights in London.

Samsung, Digitas and RGA declined to comment.