Samsung to split $600m assignment

WPP scoops $200 million global brand prize, but other briefs still up for grabs.

Around $400 million-worth of Samsung business around the world remains in play this week, despite WPP winning the company's global brand marketing assignment.

The South Korean electronics giant this week made it clear a substantial amount of local business would remain out of WPP's grasp despite its appointment to handle $200 million-worth of global work.

Sources close to the business suggest the company is considering hiring non-roster local creative agencies and Publicis, WPP's main rival in the pitch, could still benefit.

A Samsung spokesman said: "We have made it clear to WPP that its appointment is for global brand marketing. It does not include product advertising or below-the-line activity, which will for the moment continue to be handled by local and regional shops."

Under the arrangements, WPP's J. Walter Thompson will provide global management of the account out of New York. Berlin Cameron/Red Cell will serve as the lead creative agency with Andy Berlin, the Red Cell boss, becoming the worldwide creative director on the business.

MindShare will look after media planning and buying, while other WPP companies, including Research International and Landor Associates, will also have input.

WPP's appointment will result in an expanded role for Simon Bolton, who will add the leadership of WPP's Samsung team to his responsibilities as the chief executive of JWT in the UK.

Bolton said: "For JWT, it offers a huge opportunity for our network to deliver a campaign that will take the Samsung brand to iconic status."

WPP takes over the global assignment from FCB, which handled between 50 and 60 per cent of Samsung's above-the-line budget.

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