Following the announcement of a global media review, Samsung’s media business in India too is being evaluated. The move was confirmed by sources close to the development, who said that Mindshare will have to defend its business in India. In India, Samsung’s media duties are shared by Mindshare, a WPP Group company, and Samsung’s in-house agency Cheil Communications.
Among the largest advertisers in the Indian marketing industry, Samsung’s media budget is estimated at a whopping Rs 85 crore. Sources in the know disclose that “Mindshare has to come up with something spectacular” to retain its share of the business.
It may be noted here that Samsung has a six-monthly review process that is more of an internal auditing with no invitation to any other agency. According to an informed source, Cheil had outdone Mindshare in the past few reviews.
According to reports in the international media, Samsung is said to be unhappy with some aspects of the relationship with WPP and that the companies couldn't agree on compensation, leading to the global review.
International: Samsung Opens Review of $600 Million Global Media Account