The Hoffman Agency has worked with Samsung Networks for the past two years, leading communications across North America and the global telecoms media based in London. This reflects a simple industry reality: London remains the most concentrated hub for global, tier-one telecoms media. You know the ones: Mobile World Live, Light Reading, Telecoms.com and TelecomTV, the publications that operators, vendors and policymakers worldwide actually read.
While Samsung benefits from unparalleled brand recognition in consumer electronics (seriously, who doesn’t know the Galaxy brand?), its mobile networks business operates in a markedly different competitive context.
Unlike long-established infrastructure vendors, such as Nokia, Ericsson and Huawei, Samsung’s role as a mobile infrastructure vendor is that of a challenger. At the same time, Samsung offers operators a genuine choice at a moment when vendor diversification has become both a strategic and regulatory priority, especially in Europe and the U.S.
Our role is to help that story land with clarity and credibility.
We work to close the share-of-voice gap between Samsung and the established network infrastructure leaders, ensuring the company is consistently recognized for its innovation in areas such as vRAN, AI-RAN and network automation.
This is delivered through a focused press office and ongoing thought leadership program that sustains momentum even when major announcements are limited. In 2025, this approach delivered more than 220 pieces of dedicated coverage across target tier-one telecoms titles, exceeding our target by 10%. Not that we're counting.
We complement this always-on program with high-impact moments at Mobile World Congress in Barcelona. Each year, we organize and host a dedicated Samsung industry analyst event at MWC, with more than 25 analysts from all the leading global firms attending in 2025. We also secured a speaking opportunity for a Samsung executive in a high-profile session focused on AI-RAN. Because if you're not at MWC, did it even happen?
Working with Samsung has also required cultural fluency. Supporting a Korean-headquartered organization in highly competitive Western markets demands sensitivity to decision-making styles and communications expectations while maintaining pace and clarity in fast-moving media environments. It’s a balance we manage carefully to reinforce Samsung’s credibility as a long-term infrastructure partner for global telcos.
This is the long-term thinking that turns a challenger into a fixture.
