South Korean tech giant Samsung is set to embark upon a global CRM review, with Campaign reporting that its UK account will however remain unaffected.

Publicis’ Digitas is the current UK CRM incumbent, and although the scope of the review is not yet clear, it is reportedly not set to affect the agency’s relationship with the brand.

Digitas has held Samsung’s UK CRM account since 2020, and expanded its relationship with the brand in 2023 when it secured its UK direct-to-consumer analytics remit.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

IPG’s R/GA previously held some of Samsung’s global CRM account, but Campaign reports that the agency has not worked with the brand in that capacity for over a year.

The international agency did however win Samsung’ global social media account last year, although this remit doesn’t include the UK market – which was awarded to Coolr.