Flourish announces new partnership with Samsung as its Middle East CRM agency
Well, we’ve been holding this one down for a little while but we can finally announce some HUGE news…
Flourish is once again partnering with Samsung Gulf Electronics as its CRM agency of record for the Middle East. Yup. That happened. And we are delighted.
We were appointed following a competitive pitch process involving some of the world’s most well-known network agencies. It’s a massive win for us – not only because Samsung is a brand we have a long affinity with, but also because it signals a full-circle moment in winning back the account that first landed us in the Middle East.
Elevating CRM across the Gulf
When we first opened our Dubai office back in 2017, there were just a handful of us. By the end of 2025, we’ll be a team of over 20. In that time, we’ve watched CRM, in the region, grow from being tucked under “digital” to becoming a specialism in its own right. It hasn’t happened overnight, but the appetite for real CRM expertise in the region is stronger than ever.
That’s why our new partnership with Samsung Gulf feels so exciting. Together, we’ll be shaping smarter, more meaningful CRM programmes across the UAE, Qatar, Kuwait, Oman and Bahrain. From D2C to mobile, home appliances to visual display, the aim is simple: create customer experiences that actually connect.
We’ve already seen this need echoed by clients like Nissan and INFINITI, who are putting omni-channel journeys at the heart of their customer strategy. It’s no longer just about amazing creative and comms inside the channel – it’s about unlocking new ones, making the tech work, and building richer profiles to fuel genuinely personal, two-way conversations. That’s the space we live in.
A partnership with history
This isn’t our first ride with Samsung Gulf. We worked together between 2016 and 2022, back when Flourish was first starting out in the region. But we’ve grown into something bigger since then: a Challenger Consultancy that doesn’t just talk about doing CRM differently, but lives it.
Our whole focus now is on making tech, comms and creativity work seamlessly together – so customers actually feel the difference. That’s why this new chapter with Samsung Gulf means so much. They’re rolling out a new stack to enable more connected, personalised communication than ever before, and we’re proud to be alongside them on that journey.
As our MD Ian Reeves put it:
“Brands want independent partners who can work flexibly across technologies to create genuinely customer-first experiences. That’s exactly where we thrive.”
And from our Business Director in Dubai, Fadi Awada:
“We’re extremely proud to be working with Samsung Gulf again. This partnership is powerful validation of both the work we’ve done in the past and the agency we’ve evolved into.”
Growth in Dubai and beyond
This partnership also marks the momentum of our Dubai office, which is on track to double in size by the end of 2025. Dubai has become a real hub for our technical and development talent – people who underpin our ability to deliver world-class CRM experiences for global clients.
With Saudi Arabia opening up, and our network of tech partners expanding every month, it feels like the region is buzzing with possibility. And with our Harbour family alongside us, we’ve now got the scale to create even greater impact for brands across five continents.
So, what’s next?
For us, it’s about keeping that energy going. We know the value of CRM done right, and as part of a group of specialist agencies, we’re excited to keep pushing boundaries. Our focus is helping brands across the Gulf (and beyond) shape customer journeys that are smarter, more personal, and built for the real world.
If you’d like to explore how Flourish can help you elevate CRM and omni-channel customer experiences, let’s start the conversation. Please reach out to Rich James, our Managing Partner, and lead on all things CRM.
