SYDNEY — Samsung has retained incumbent firm Edelman as its Australian PR firm, PRovoke Media can reveal, following a competitive review that began in late 2020.

PRovoke Media understands that at least two other firms were involved in the review.

“Following a competitive tender, Samsung Electronics Australia has retained Edelman Australia as its local agency of record for public relations services," said a Samsung Electronics Australia spokesperson.

Samsung has retained Edelman for several years in Australia, although the PR firm's longstanding global relationship with the Korean electronics giant has seen significant change in recent times.

In 2019, Samsung shifted Southeast Asian and Oceania duties from Edelman to IN.FOM. In 2020, meanwhile, Samsung Mobile ended its lucrative digital relationship with Edelman in the US.

The PR review came less than a year after Samsung Australia consolidated creative and media duties with CHE Proximity.