SINGAPORE — Samsung Electronics has shifted PR duties for Southeast Asia and Oceania to IN.FOM following a competitive review, the Holmes Report has learned. 

Singapore firm IN.FOM takes on an assignment that includes regional PR duties and the domestic PR mandate for Samsung in Singapore.

The duties were previously held by Edelman, which has a global relationship with the Korean electronics giant. It is understood that Edelman's role as Samsung's domestic PR firm in Australia is unaffected by the move.

The shift effectively means that IN.FOM and Edelman have swapped accounts, after Edelman took on the regional Microsoft PR assignment earlier this year. IN.FOM resigned its biggest account — anchor client Microsoft — in April, but continues to handle the Singapore mandate. 

Rachel Um, Samsung senior regional manager for PR and citizenship, Southeast Asia & Oceania, confirmed the shift when contacted by the Holmes Report. Um joined Samsung in 2018, after four years with Edelman.

Edelman and IN.FOM representatives referred request for comment to Samsung.