Samsung takes gloss off WPP pitch win

So the painfully protracted battle for Samsung's global billings booty appears at last to have been concluded - or has it? WPP was tipped from an early stage, then the body of feeling was for a Publicis triumph, until two weeks ago when WPP appeared as the front-runner once more. Trouble is, with a change of client occurring mid-pitch, it seems Samsung's ambitions have altered. No longer does it seem to be about one great big cost-saving, efficiency-driving consolidation. Now there's talk of using WPP agencies as delivery mechanisms for work produced by local agencies. It's been a hard slog for all parties involved, but WPP must be a little piqued that the promise of $600 million in billings has now been modified.

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