Samsung SG picks social media agency

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Samsung Electronics Singapore has appointed Publicis Chemistry Singapore as its social media agency of record, following a closed-door pitch. The appointment is effective from 1 May 2025.

The agency will lead content strategy, creative development, community management, and always-on engagement across Samsung’s social platforms in Singapore.

It will also work alongside Publicis Media Singapore and Digitas Singapore, who currently handle the brand’s media and CRM duties respectively.

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The move consolidates Samsung Electronics Singapore’s social, media and CRM remit under Publicis Groupe Singapore, a shift aimed at building a more agile and integrated marketing setup.

“Social plays a vital role in how consumers experience our brand,” said Lynn Chong, head of marketing at Samsung Electronics Singapore.

“With Publicis Chemistry, Digitas, and Publicis Media working together for the Singapore market, we look forward to a partnership that leverages greater integration to transform consumer touchpoints into engines of loyalty and growth," added Chong

Lena Liew, managing partner at Publicis Chemistry Singapore, added: “This assignment is a powerful validation of our integrated approach, and we’re energised to bringing bold ideas and connected creativity to life.”

The appointment supports Samsung’s ongoing push to build deeper emotional resonance with consumers in Singapore and turn brand interactions into lasting brand affinity.

It also comes off the back of the brand's recent TikTok Shop launch to complement its broader ambition to tap into social-first commerce channels. The platform lets users explore and purchase products across categories such as mobile, TV and AV, home appliances, and monitors.

In addition, the initiative aims to offer an "IRL (in real life) experience" through live streams featuring product insights, creator-led Q&As, and special deals.

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