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Editorial: Global business can be trouble - just ask WPP.
There's no escaping it: the loss of Samsung's global creative account after less than a year has been humiliating for WPP. Claims about the worth of the business, split between WPP's JWT and Red Cell networks, have been exposed as either disingenuous or self-delusional. JWT, which put the value of the brief at dollars 400 million when it was won, has been forced to admit the spend was nowhere near such a figure.
Whether WPP failed to grasp the realities of running such a complex and political account or chose to ignore them, only it knows. Whatever the truth, the Samsung fiasco asks serious questions about the wisdom of communications holding companies abandoning their original raison d'etre and letting clients cherry-pick from their services.
Insiders suggest the Samsung account caused internal stress and tension, with neither JWT nor Red Cell wanting the other in pole position. There are also suggestions that a tension with Samsung was exacerbated by what its Korean bosses saw as WPP's disdainful attitude toward them.
What's clear from all this is that there are dangers when holding companies depart from the model established by Marion Harper at ...
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