Samsung double act unclear

Asia Pacific - Korean electronics maker Samsung has confirmed the appointment of Starcom MediaVest as its media agency, but said it will retain incumbent agency MindShare for projects, but word from MindShare suggests otherwise.

A statement from Samsung said Starcom MediaVest Group had been appointed to handle media planning and buying. But: "MindShare (Group M) would become engaged in the areas of developing brand contents and some of media insight finding research projects."

Another statement from Samsung today made no mention of MindShare or WPP.

Esther Low, corporate communication & strategic brand marketing for Samsung Southeast Asia & Oceania, said the company was "open to exploration" in it partnership with MindShare.

"We're not ruling anything out, I'm sure MindShare's expertise extends beyond media buying."

But WPP executives contacted today said the relationship with Samsung was over, hinting the company was not in a position to cherry pick its agency roster.