Waggener Edstrom resigns Samsung Hong Kong account

According to the agency, the two have parted ways because of a recent shift in Samsung’s marketing focus and the brand’s leadership overhaul. Waggener Edstrom further contends that its resignation is not linked to its performance.

“Samsung's internal marketing focus has shifted away from strategic brand communications to predominantly product promotion, which is no longer a fit with Waggener Edstrom’s expertise around influence-based integrated communications,” Waggener Edstrom said in a statement. “In addition, the management at Samsung HK has completely turned over and has expressed a different vision for the company’s communications strategy.”

A source at Waggener Edstrom said the agency retained Samsung Hong Kong’s account in March. At the time, the source noted that Edelman and a local boutique agency were shortlisted in the pitch.

Waggener Edstrom’s resignation was effective as of December 31, 2009, and the Strategic Public Relations Group (SPRG) has assumed Samsung's communications duties.

Samsung Hong Kong has additionally worked with agencies including WE Communications, which launched a campain for the brand in August, and its in-house creative agency Cheil Worldwide.

Last month, Samsung further shook up its roster by taking the unusual step of transferring the creative account for its PAVV high-definition television brand from Cheil to Innocean, Hyundai's in-house agency.