Samsung UK has appointed Red to handle its consumer PR account.

Red’s brief covers all product launches and campaigns to drive emotional engagement with the brand and ramp up presence in consumer lifestyle media and digital. It marks the start of an exciting new direction for Samsung in the UK as it matches its PR strategy to its product success and innovation.

The move is part of a new customer-centric marketing drive by Samsung to build brand preference and capitalise on the brand’s leading edge product innovation to build market share.

Rachel Cameron, Head of PR, Samsung UK said: “Our business is at a really exciting stage and we have a clear ambition to be the number one consumer electronics company in every area that we operate in. We now need an ambitious PR strategy and plan and an equally ambitious PR agency to help us deliver this. We know The Red Consultancy is the agency to help take us to the next level.”

Matt Buchanan, Head of Consumer Brands at The Red Consultancy who will lead the account added: “It’s not every day you see such an exciting and diverse brief – to make a broad range of really innovative and stand out products famous. Our brief is essentially to turn the rational respect consumers have for Samsung into true emotional engagement for the brand.”