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G2 Korea appointed global in-store management consultant for LG Electronics


SINGAPORE — G2 Korea, the brand activation arm of Grey Group Korea, has bagged the global in-store marketing mandate for LG Electronics’ Home Appliances group after a competitive three-way pitch.

The agency has been assigned to revamp LG Electronics’ Home Appliances in-store manual and guidelines for its field marketers, optimise its point-of-sale materials design and development process, as well as set up a store monitoring and reporting system that will enable visibility by the company’s top management team on the performance of its stores worldwide.

The contract awarded will cover a total of 16 countries, which are identified as LG Electronics’ strategic priority markets. Phase one of the campaign is expected to be rolled out in March this year in Thailand, Australia, France and the United States. Phase two is scheduled to be activated in 12 other markets.

LG joins G2 Korea’s list of clients’ which include Procter & Gamble, GlaxoSmithKline, Heineken, Boehringer Ingelheim, British American Tobacco and Subway among others.

About G2
G2 is the global brand activation agency network that helps marketers Maximise Brand Commitment(SM). Ranked number five among the top global marketing-services agencies, G2’s multifaceted service offering brings together direct marketing, data analytics, shopper marketing, branding & design, promotional marketing, communications planning and digital/interactive marketing, to create innovative and compelling marketing programs for our clients. G2 utilises unique and proprietary tools to gain insight into the Purchase Decision Journey(SM), which maps the consumer’s path to purchase - from need arousal to need fulfillment. The G2 network operates 70 offices in 52 countries. G2 is part of Grey Group, a WPP company (NASDAQ: WPPGY). For more information, visit


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