SYDNEY — Samsung is reviewing Australian PR duties, PRovoke can reveal, putting incumbent agency Edelman on alert.

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

Last year, Samsung shifted Southeast Asian and Oceania duties from Edelman to IN.FOM. Earlier this year, meanwhile, Samsung Mobile ended its lucrative digital relationship with Edelman in the US.

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

A Samsung spokesperson declined to comment on the review.