Cost is being seen as one of the reasons for Samsung's decision, with WPP apparently unwilling to compromise further on what was already emerging as a considerably less lucrative account than ex-pected. "The amount WPP is getting globally is shockingly little and has to be divided between JWT and Berlin Cameron," said a source. "And then Cheil also takes a cut."
Another factor cited for the split was "lingering resentment" on Samsung's part over the manner in which the initial appointment was made public.
Thirdly, sources likened WPP's service model for the global business to a "headless horseman", with Berlin Cam-eron taking the creative lead, and JWT charged with network coordination.
A Burnett source said the scope of the business awarded to that agency includes Samsung's Winter Olympics' campaign and planning for 2006. It is unclear how Samsung will now approach global creative development, after the rollout of the WPP-developed 'Imagine' campaign.
MindShare and Wunderman will retain media and below-the-line duties, respectively, on the business.
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Cost cited in Samsung agency switch
Samsung's decision to drop WPP agencies Berlin Cameron and JWT, and move its US$200 million global creative brief to Leo Burnett less than a year after awarding it to WPP, has been attributed to three key factors by sources close to the situation.
