The Week: Samsung in $700m review of planning and buying task

Samsung has kicked off a review of its $700 million global media planning and buying account, which is currently held by WPP's MindShare in more than 50 markets.

The pitch is expected to take place at the electronics giant's headquarters in Seoul in October. MindShare, which has held the bulk of the global consolidated account since 2004, is expected to repitch for the business.

WPP was originally handed the consolidated global advertising and media brief for Samsung, but has since had its relationship eroded. The South Korean company moved its global creative account into Publicis Groupe's Leo Burnett in 2005, after JWT and Berlin Cameron failed to crack the brief.

Leo Burnett's fellow Publicis subsidiary, Starcom, has also handled a series of media projects for the company, including research in the UK.

Starcom is likely to be MindShare's main rival for the business. The agency's relationship with rival Sony, which it previously handled in some parts of Asia, ended recently following a review.


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