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Samsung Reviews Global Media Chores

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NEW YORK South Korean electronics giant Samsung has put its global media account into review, per sources.

WPP's MindShare handles media chores in about 60 markets, including the U.S., where the client spent $140 million on ads in 2006, per Nielsen Monitor-Plus. Global ad spending exceeds $500 million.

Along with MindShare, it is likely that Publicis Groupe's Starcom would participate in the review, per sources. Starcom sibling Leo Burnett is Samsung's lead creative agency. It could not be immediately determined if Starcom currently handles any client media chores.

Two years ago, Samsung stripped WPP shops Berlin Cameron United and JWT of creative and account planning duties. The shakeout occurred less than a year after the client held a global holding-company review that was won by a WPP team that also included MindShare and Wunderman (which took media and direct marketing duties, respectively). Those two shops were able to retain their assignments while global creative and account planning were shifted to Leo Burnett without a review.

MindShare referred all questions about the review to the client, and Starcom could not immediately reached.

A client rep at the company's U.S. headquarters in Ridgefield Park, N.J., did not return calls. Corporate executives in South Korea couldn't be reached.