Flourish to Partner with Samsung as its Middle East CRM Agency of Record

Aug. 27, 2025

CRM agency Flourish has partnered with Samsung Gulf Electronics as its customer relationship management (CRM) agency of record, following a competitive pitch process.

The partnership will see Flourish and Samsung Gulf build a more sophisticated, value-rich and relevant CRM programme for its consumers across the UAE, Qatar, Kuwait, Oman and Bahrain, through enhanced CRM strategy, planning, creative development, channel innovation, reporting and analytics – aimed at elevating the CRM experience for Samsung Gulf customers across the region.

The partnership will span Samsung Gulf’s Direct-To-Consumer and Corporate Marketing, Mobile Experience, Visual Display, Home Appliances and Display Solutions divisions. Initial activations are supporting key e-commerce events such as summer and back-to-school, as well as several product launches, which have included the successful launch of the flagship Samsung Galaxy Z Fold7 and Flip7 smartphones, the latest iterations in Samsung’s innovative foldable category.

Flourish previously worked with Samsung Gulf on its CRM business between 2016 and 2022. Since then, the agency has evolved into a ‘Challenger’ brand – aiming to transform the industry by actively challenging the status quo, driven by an innovative mindset. 

Flourish returns to Samsung Gulf following a strategic refocus on helping brands, technology and communications work harder together to deliver genuine human connections and outcomes.

The new partnership reflects the growth of the agency’s Dubai office, which is on track to double in size by the end of 2025 compared to 2023.

The Samsung Gulf account will be led by Fadi Awada, newly appointed Business Director for Flourish’s Dubai operations.

The news follows Harbour Group’s acquisition of Flourish and creative services business Curious in July 2024.

Flourish’s renewed partnership with Samsung Gulf reinforces the electronics leader’s commitment to customer-centric, omni-channel communications that foster stronger, more meaningful consumer relationships. With a focus on innovation and ROI, Flourish will work with Samsung Gulf to create impactful, adaptive CRM campaigns that evolve with consumer needs and deliver measurable results across the Gulf region.

Fadi Awada, Business Director, Flourish, said:

“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, added:

“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.”