Cheil UK hired to manage Samsung social media activity

Cheil UK has been appointed to help electronics giant Samsung shift its social communications strategy from a product-led to a brand-oriented approach.

The brief will see the agency take over responsibility for the Samsung UK and Samsung Mobile UK Facebook and YouTube accounts, as well as managing two of its Twitter profiles. This will help the client to engage with its customers and share information more effectively.

Russell Taylor, vice-president for corporate marketing at Samsung Electronics in the UK and Ireland, said Cheil has the necessary expertise to ensure customers are made aware of everything the company has to offer.

Jon Buckley, head of social at Cheil UK, said: "Our aim will be to make Samsung an even more loved brand among both existing and prospective fans by ensuring all its communications create and join conversations around the passion points it shares with its fans."

The agency has a long-standing history of working with Samsung, having helped the firm launch a major new advertising push for its Galaxy brand last month that featured footballers such as Lionel Messi, Wayne Rooney and Cristiano Ronaldo.