Goodbye WPP

Samsung just granted its $600 million media buying account to Publicis Groupe's Starcom.

Before the review, media buying was split between WPP's MindShare and Korea-based ad agency Cheil Communications. MindShare handled media buying in 60 markets including the US, which is estimated at about $152 million.

The review comes after Samsung shifted creative and branding responsibilities from WPP's Berlin Cameron and JWT to Publicis' Leo Burnett, according to Advertising Age.

Samsung was characterized as a "challenging account" due to internal politics the trouble US agencies have experienced in having to operate via Cheil Communications.