Samsung has been facing daunting challenges in the mobile industry in the last couple of years. The company’s dominance in the smartphone market has been threatened by the aggressive expansion of many Chinese brands. Though Samsung is still the largest smartphone vendor in the world, growth has mostly stagnated and its even facing a decline in many parts of the world.The company has already undertaken many measures to counter the slump in sales, but the results so far are nothing to write home about. According to a report, it appears Samsung Electronics has now decided to review the performance of its PR partner for the company’s mobile business, Edelman. The Korean giant is also apparently inviting other agencies to pitch for the role.New PR agency for Samsung Mobile?Samsung Mobile shifted its business from Fleishman-Hillard to Edelman, which also handles the company’s corporate communications, nearly three years ago. The assignment was valued at $2 million at that time. As of now, it is not certain if this review exercise will result in a new PR agency for Samsung’s mobile business.Many reasons are attributed to Samsung Mobile’s declining fortunes, but the primary culprit, according to many reports, seems to be the burgeoning Chinese brands. The company might be feeling that perhaps the PR agency hasn’t been proactive enough in promoting its products. It certainly weighs on the business since effective promotion is crucial for making products a success.So Samsung is looking to hear pitches from other agencies as well. This will help it ascertain whether there are new ideas that need to be executed for the promotion of its products. If it likes what it hears, then it just might switch agencies. Companies do this all the time when they feel that they need to kick things up a notch in this department. Whether or not it will bear any fruits for Samsung remains to be seen.
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