LONDON — Hope&Glory has won a competitive pitch to lead Samsung’s European strategy and creative PR across its digital appliance portfolio, which includes kitchen, laundry and clothes-care appliances, PRovoke has learned.

The retained brief sees Hope&Glory working with Samsung’s European PR team to deliver campaigns across earned and owned channels. The agency has been briefed to “position functional products at the heart of popular culture” and communicate the brand’s sustainability credentials in the wake of a new set of energy efficiency ratings and regulation.

Hope&Glory will develop campaigns which will be executed by Samsung’s existing network of agencies across key European markets. The team will work with the EU category leadership team to devise strategy and creative as a central hub resource.

The account will be led by Hope&Glory joint managing director Seb Dilleyston and associate director Dave Stitson.

Dilleyston told PRovoke: “Digital appliances is a pretty functional category, so our vision is to connect with consumers on an emotional level, making Samsung products and the category culturally relevant.

“We can’t wait to get started with the brilliant in-house team to make white goods famous and demonstrate how Samsung, bringing innovation, world-class technology and environmental focus to the category, allows the brand to cement their position as leaders in sustainability and design. We have some very ambitious, cross-European creative work planned, so we’re very excited for the journey ahead.”