Samsung U.K. centralizes, names first marketing director

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LONDON -- Samsung Electronics U.K., the 13- year-old subsidiary of the SouthKorean computers- to-mobile phones giant, has centralized its marketing andsales operation and named its first overall marketing director.

The shake-up is part of a wave of centralizations taking place throughoutSamsung's European operations. Advertising and public relations are also beingconsolidated throughout the region; an as yet unallocated $20m European adbudget is in the pipeline and Saatchi & Saatchi and Delaney Fletcher Bozell,both London, are pitching for the combined U.K. account they have previouslyshared.

Ali Demin, previously director for the computer monitors and peripheralsdivision in the U.K., takes up the new U.K. marketing director post. A salesdirector is expected to be announced shortly.

Demin was chosen for the top marketing job because of his strong track record,particularly in taking Samsung to the No. 1 spot for computer monitors andperipherals in the U.K..

"We looked at how we could be more efficient by rationalizing and having anoverview of the U.K. market," says a company spokesman. "There's a muchstronger focus on driving the marketing side (of the business)."

He claims the restructuring is also in line with Samsung's move towards themore premium end of the market. "The perception is now that we are producing amore quality product; 7.5% of worldwide turnover is put into research anddevelopment," he adds.

Copyright January 1997, Crain Communications Inc.

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