MWW Group Wins PRSA Silver Anvil Award for Samsung Instinct Campaign

MWW Group and Samsung Mobile Recognized by PRSA for Efforts in the “Sprint and Samsung Trust Their Instinct and Set New Sales Records” Campaign

DALLAS, June 15 /PRNewswire/ — MWW Group (www.mww.com), one of the nation’s top ten public relations firms, announced today that it has been honored by the Public Relations Society of America with the Silver Anvil Award in recognition of Samsung Instinct, “Sprint and Samsung Trust Their Instinct and Set New Sales Records.” The extensive public relations campaign played a key role in making the Samsung Instinct one of the most highly anticipated mobile phones of 2008 and ultimately one of Sprint’s and Best Buy’s best selling mobile phones.

“This campaign was conducted at a time when competition in the mobile phone industry is more intense than ever and as the purchase of sophisticated mobile phones rapidly increases, the bar for what it takes to promote an iconic mobile phone gets higher and higher,” said Michael W. Kempner, president and CEO of MWW Group. “This was a game-changing campaign that engaged consumers at a higher level through an innovative mix of social media, public relations and grassroots awareness.”

Aligned closely with Sprint, the Dallas office of MWW Group and Samsung PR worked over six months to create market excitement and buzz via extensive social media outreach and a pre-launch seeding campaign with key stakeholders. The campaign culminated with a media event where the companies showcased the Instinct’s advanced capabilities with hands-on demonstrations of popular games, music and more for several hundred reporters and bloggers attending the April 2008 CTIA Wireless trade show in Las Vegas. To date, the launch of the Instinct has resulted in more than 2,000 media placements in major broadcast, print and online outlets.

“We knew we had to do something different to break out of the clutter of mobile phone promotion. Building on the success of the 2007 Samsung UpStage launch, this PR campaign focused on unique ways to personalize the user experience,” says Kim Titus, director of public relations for Samsung Mobile. “The team at MWW Group did an extraordinary job of leveraging new and traditional PR tactics and social media to ramp up anticipation for the device in the weeks leading to the launch.”

The touch screen on the Samsung Instinct is fully customizable, offering consumers the ability to arrange their preferred applications on the main screen. Additionally the Instinct offers a complete HTML Web browsing experience and includes full GPS capabilities with voice-prompted turn-by-turn directions, earning it the nickname the “Swiss army knife of mobile phones” for its versatility and ease-of-use.

About MWW Group

MWW Group is one of the nation’s top ten public relations agencies and is known for its results-driven approach to public relations and “Aim High…and Deliver” commitment to client service. For the past four years, MWW Group has been honored with the #1 ranking in the Holmes Report agency client satisfaction survey. MWW Group achieved top rankings in the categories of account leadership, strength of account team, creativity, strategy and planning, and program execution. In 2006, MWW Group was named PR Agency of the Year by The Holmes Report and Mid-size PR Firm of the Year by PR News, in recognition of the firm’s growth, strategic account leadership and industry-leading employee retention. MWW Group is part of the Interpublic Group of Companies (NYSE: IPG).

SOURCE MWW Group