Samsung appoints Wunderman to pan-European CRM and loyalty account

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

Samsung appoints Wunderman to pan-European CRM and loyalty account

Wunderman's appointment follows a competitive pitch managed by Oystercatchers. Other agencies involved were DigitasLBi and Havas Helia.

The incumbent agency on the account was Amsterdam-based Yourzine. Iris holds the UK CRM business, which is separate and will not be affected by Wunderman's appointment.

Wunderman's remit includes strategy, communications, campaign management and deployment for Samsung's CRM and loyalty activity, with the objective of driving better customer experiences.

The WPP agency will report into the Samsung Europe Office digital team and will be tasked with delivering a regional strategy to be deployed across 17 local markets spanning more than 30 different countries.

"We were seeking an agency that really understood our business and what our brand and products mean to our customers," Sandrine Desbarbieux, vice-president, digital, Samsung Electronics Europe, said. "Wunderman stood apart and we look forward to the beginning of what we hope will be a very successful partnership."