Samsung Electronics has appointed Wunderman to lead its CRM


Samsung Electronics has appointed Wunderman to lead its CRM and loyalty marketing activity across Europe.

Wunderman’s remit will include strategy, communications, campaign management and deployment for their CRM & Loyalty activity, with the objective of driving better customer experiences and unlocking customer value.

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. Samsung was supported by Oystercatchers in the search and selection process.

Sandrine Desbarbieux, Vice President, Digital, Samsung Electronics Europe, commented: “We were seeking an agency that really understood our business and what our brand and products mean to our customers. Wunderman stood apart and we look forward to the beginning of what we hope will be a very successful partnership.”

Samsung Group is a South Korean multinational conglomerate headquartered in Samsung Town, Seoul. It comprises numerous affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol (business conglomerate).

Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the next three decades, the group diversified into areas including food processing, textiles, insurance, securities and retail. Samsung entered the electronics industry in the late 1960s and the construction and shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth.

Following Lee’s death in 1987, Samsung was separated into four business groups – Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Since 1990, Samsung has increasingly globalised its activities and electronics; in particular, its mobile phones and semiconductors have become its most important source of income.

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