WPP lands Samsung after protracted pitch

Industry sources say WPP has been confirmed to handle Samsung's global communications after a protracted review. However, it is understood that up to half of the estimated US$700 million budget will remain tied up in local market accounts, which are handled by Interpublic agencies FCB and Initiative, in conjunction with Samsung in-house operation Cheil Communications. Sources believe that WPP's relationship with Cheil will prove instrumental if it is to successfully secure these accounts. Sources also confirmed that WPP agencies Wunderman and Burson-Marsteller have been tasked with below-the-line and PR, respectively, on the Samsung account.