Flourish named CRM agency of record for Samsung Gulf

Flourish has been appointed customer relationship management (CRM) agency of record for Samsung Gulf Electronics after a competitive pitch. The partnership will cover Samsung Gulf’s operations across the UAE, Qatar, Kuwait, Oman and Bahrain.

The agency will support Samsung Gulf with CRM strategy, planning, creative development, channel innovation, reporting and analytics. The aim is to enhance customer engagement across divisions including direct-to-consumer, corporate marketing, mobile experience, visual display, home appliances and display solutions. Early work includes campaigns for seasonal e-commerce events and product launches, such as the Galaxy Z Fold7 and Flip7 smartphones.

Flourish previously managed Samsung Gulf’s CRM activity between 2016 and 2022. The agency has since repositioned itself as a challenger brand, focusing on integrating technology, creativity and communications to deliver stronger consumer connections. Its Dubai office is expected to double in size by the end of 2025 compared to 2023.

The account will be led by Fadi Awada, recently appointed Business Director for Flourish’s Dubai operations. The renewed partnership also follows Harbour Group’s 2024 acquisition of Flourish and creative services agency Curious.

Fadi Awada, Business Director, Flourish: "We’re extremely proud to be working with Samsung Gulf again. It’s a brand we hugely admire, and this partnership is a powerful validation of both the work we’ve done in the past and the agency we’ve evolved into. Being invited to pitch alongside major global networks reinforces our position as a world-class CRM agency, and it’s fantastic to see the strength of our Dubai and UK teams recognized. This engagement also marks a key milestone in our Dubai growth journey."

Ian Reeves, Managing Director, Flourish: "It’s great to be back working with Samsung Gulf, a brand that truly understands the value of CRM done right. This new partnership is also recognition of the outstanding work we’re delivering for clients across five continents and in more than 40 languages. Our consultancy model is clearly resonating with brands that are tired of consultants who talk a good game but don’t do the doing. They want independent partners who can work flexibly across technologies to create genuinely customer-first experiences, and that’s exactly where we thrive. It’s also been great to see clients respond so positively to the early Harbour Group offering, which gives us the scale and specialism to drive even greater impact."

The partnership underscores Samsung Gulf’s focus on customer-centric, omni-channel communications designed to strengthen relationships across the Gulf region. Working with Flourish, the company will develop CRM campaigns that adapt to evolving consumer needs while delivering measurable results.

www.flourishworld.com

www.samsung.com

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