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Samsung picks agency partners for regional social centre

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Samsung has appointed two agencies from Publicis Groupe to undertake duties for a social media centre which operates regionally. The agencies appointed are Publicis Singapore and DigitasLBi, Marketing understands.In a statement to Marketing, Irene Ng, vice president, marketing, Samsung Electronics Southeast Asia & Oceania, said that social media is an important component of Samsung's holistic approach to communicating with its customers."We are currently in the process of reviewing how we can improve and enhance our interactions with customers across Southeast  Asia and Oceania," Ng explained.Currently in Singapore, the electronics giant works with Starcom for media duties and Edelman for public relations duties. The brand also works with JWT on several projects. In January this year, Samsung appointed Tribal Worldwide Singapore in January to lead the planning, development and roll out of mySamsung, a large-scale mobile customer care program called mySamsung. The campaign runs across 11 markets across APAC and Australia and ANZ.The electronics brand also signed a strategic partnership with Alibaba-backed Lazada Group, across Southeast Asia and Oceania. The expanded partnership saw both parties working on strategic initiatives to make the full suite of Samsung’s products more accessible to consumers.

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