Samsung Consolidates $400 Mil. Business at WPP Shops

NEW YORK Consumer electronics giant Samsung today said it would consolidate its global marketing business with a team of WPP Group agencies led by J. Walter Thompson and Red Cell. Estimated billings are $400 million.

JWT in New York will provide global management on the account; Berlin Cameron will serve as the lead creative agency; and Group M will handle media planning and buying, the client said in a statement.

Other WPP companies, including Research International and Landor Associates, will provide additional support to the account as needed.

Those shops prevailed in an eight-month review over Publicis Groupe’s Saatchi & Saatchi and Leo Burnett; MDC Partners’ Kirshenbaum Bond + Partners; and the incumbent, Interpublic Group’s Foote Cone & Belding, which had help from IPG’s MRM Partners and Futurebrand, sources said.

Revenue on the pieces previously handled by FCB (lead creative duties) and Initiative (media duties) is estimated at more than $25 million, said sources.

It was unclear if all four contenders reached the review’s final round. Presentations were completed at the end of June. In the following month, the client maintained contact with all of the agencies via phone and through meetings with questions about the presentations. Client contact with the agencies diminished considerably approaching the decision date, sources said.

Sources said that in recent weeks WPP CEO Martin Sorrell held intense meetings with client executives in Korea, eventually turning the tide in WPP’s favor. A holding company representative declined comment. Samsung executives could not immediately be reached.

This story updates an item posted on Nov. 16 with further details of WPP’s win.