Samsung has decided to award Starcom its $600 million media buying account, according to a report from AdAge. Starcom beat out MindShare for the handset maker's account, which will include ad buying in some 60 markets including the U.S. The new partner comes on after Samsung worked with WPP's Berlin Cameron for two years and JWT on creative and branding for less than one year. Rumors indicate that the two companies could not agree on proper compensation. Samsung has long been known as a difficult account since it requires its agencies to work with a local ad agency in South Korea called Cheil Communications.
For more on the deal:
- read this article from AdAge