Samsung Confirms WPP’s $400m Global Touchdown

18 November 2004

Korean titan Samsung Electronics, on course this year to become the planet's most profitable electronics company, confirmed Wednesday it has appointed three WPP Group agencies to handled its $400 million (€306.96m; £215.29m) global advertising and media-buying accounts.

The selection procedure, an unprecedented nine months in gestation, saw London-headquartered WPP slugging it out with Interpublic Group's Foote Cone & Belding and Initiative Media.

The prolonged review was due to Samsung's sedulous decision-making process, complicated by the involvement of vast numbers of corporate and staff executives around the world.

But when the new arrival weighs-in at a bouncing $400m, no-one complains about delay. Insiders say the win will generate some $20m in annual fees for WPP.

The main WPP beneficiaries will be J Walter Thompson and Berlin Cameron/Red Cell , sharing the creative chores; while media is entrusted to MindShare in partnership with Samsung's in-house agency.

WPP is known to be fond of leveraging exclusive deal with major clients (Ford for example) but Samsung is unenthused by such arrangements and retains the right to hire whosoever it pleases to handle special projects.

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Data sourced from Wall Street Journal Online and AdAge (USA); additional content by WARC staff