Home / Asda'a set to lose Samsung's PR business

Asda'a set to lose Samsung's PR business

Korean consumer electronics giant Samsung has severed its relationship with Dubai- based Asda’a Public Relations, Campaign can reveal.

Korean consumer electronics giant Samsung has severed its relationship with Dubai- based Asda’a Public Relations, Campaign can reveal.

The relationship will come to an end on 30 April, and no decision has yet been made on whether another PR agency will be appointed, according to the company.

Asda’a has managed the communications for Samsung in the Gulf region for several years, helping the company to transform its image as a cheap producer of electronics to a premium brand.

Asked to confirm if Samsung had split with Asda’a, Raafat Ullah, senior marketing manager at Samsung, said: “Yes.” He added: “Our contract with Asda’a is still continuing until 30 April. Currently we are brainstorming about what direction to take. A decision is expected to be made soon.”

Samsung has employed the services of Momentum for project work. The agency issued a press release on behalf of the company last week.

The move is a significant blow for Asda’a, as the value of the account is believed to have been considerable. Asda’a, which is part of The Holding Group of companies, even created a second agency, Polaris Public Relations, when it won the business of Samsung rival LG. Asda’a confirmed the split but refused to comment.

Marketers around the world have used the transformation of the Samsung brand as a case study on successful marketing.

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