RIDGEFIELD PARK, NJ: Samsung Home Entertainment has brought on The Weber Shandwick Collective as its AOR in the U.S., PRWeek understands.
Samsung Home Entertainment issued an RFP this summer and selected TWSC in November. The two are set to begin working together in January 2025.
TWSC includes Weber Shandwick, creative shop Cappuccino, KRC Research, mobile and digital agency Flipside, public affairs specialist Powell Tate, creative PR agency Prime, digital marketing and technology agency Resolute, creative agency That Lot, management consulting firm United Minds and Current Group.
TWSC is building a bespoke team based on what Samsung Home Entertainment needs, supporting the company with PR, social, creative, partnerships, customer relationship management, digital and influencer work. The collective will also support campaign initiatives and product launches.
The Interpublic Group firms will specifically help Samsung Home Entertainment to communicate why its products make life better for customers.
It is understood that this is the first time the company has named an AOR for support in several areas, in an effort to give consumers more consistent messaging at every marketing touchpoint in the U.S.
Ogilvy previously worked on PR and digital for Samsung Home Entertainment, while Quality Meats handled creative.
Allison continues to work on technology PR and thought leadership for Samsung Home Entertainment. It was not clear if Allison will remain onboard next year.
Budget information was not disclosed.
Spokespeople for Samsung Home Entertainment and TWSC were not immediately available for comment.
Samsung’s Home Entertainment division encompasses TV, memory and audio products and sits within Samsung Electronics America.
In Q3, Samsung Electronics’ operating profits soared 277% year-over-year to $6.6 billion, but missed expectations as it struggled to leverage demand for chips used in artificial intelligence servers.
The Weber Shandwick Collective posted a revenue increase of 6% to $970 million globally and 6% to $580 million in the U.S. in 2023, according to PRWeek’s Agency Business Report 2024.
TWSC is a part of agency holding company IPG. Firms in IPG’s Specialized Communications and Experiential Solutions segment registered mid- to high-single-digit growth on an organic basis in Q3.