Samsung UK

Since 2020, Samsung UK has been evolving its PR approach to shift consumer perceptions. Under the leadership of Lindsay Landi, Head of PR & Communications, we’ve moved from being perceived as a cold and corporate tech brand, to a culturally relevant ‘human’ brand championing DE&I in the tech industry. This involves shifting from a tech-focused, ‘launch-and-leave’ PR model to an integrated, proactive approach targeting a wide breadth of media – outside of just tech. It involves combining a data-driven press office strategy with campaigns rooted in human tension, creating an unbreakable emotional bond with consumers - driving brand love and loyalty.