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Samsung Marketing

Samsung enlists Wunderman to lead European customer loyalty drive following Note 7 crisis

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By Rebecca Stewart, Trends Editor

June 23, 2017 | 3 min read

Samsung has appointed Wunderman to lead its customer relationship management (CRM) and loyalty marketing across Europe as the brand looks to drive better customer experiences following a turbulent 2016.

samsung phone

Samsung wants to drive better customer experiences with the appointment

The agency will be responsible for strategy, communications, campaign management and development of the brand's CRM and loyalty activity.

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.

The agency's appointment comes less than 12 months after the tech giant suffered a PR hit when customers found that its now defunct Samsung Galaxy Note 7 had in several instances exploded due to battery overheating. At the time of the scandal Samsung took ad full page ads in several newspapers in the US apologising for damaging customer trust.

Samsung had sold about 2.5m Note 7 devices across the world before it recalled them, back in October 2016 in South Korea about 80% of those sold have been returned to be replaced. In Europe and North America the figure was lower but still way above 50%, according to company sources reported by the BBC.

In the UK, YouGov BrandIndex’s latest consumer analysis demonstrates that while Samsung is yet to full recover from the Note 7 crisis that its brand perception score currently matches that of Apple's, indicating a big turnaround after it plunged to a 10-year low last year.

Ahead of the Wunderman appointment, Samsung was supported by Oystercatchers in the search and selection process. Wunderman chief executive Mel Edwards said of the news: "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."

Speaking to The Drum earlier this week Samsung's chief marketing officer for America Marc Mathieu said that the brand is looking to humanise itself by refocusing its marketing on the things its technology can achieve rather than the technology itself.

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