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10/27/2005: "Creative Work Divided Up More Often --- a Good Thing for Creatives & Advertisers."

According to The Wall Street Journal, less than a year after hiring WPP Group to handle its global advertising business, Samsung Electronics is moving the creative portion of the account to Publicis Groupe's Leo Burnett.

Both sides give different reasons for the change but the fact is, more advertisers are having several creatives handle their work rather than depending on one group or one creative.

"This is really about trying to balance the strengths of the agencies and not having an exclusive relationship," said Gregory Lee, Samsung's chief marketing officer. "We didn't think it's beneficial to us."

What this means to creatives is that we'll have more freedom to work within our strengths and not have to struggle with things that don't interest us. It also means that advertisers will get the best of all worlds. And that's a good thing.