LG Finalizes Partnerships for New Agencies

LG Electronics (LG), a global leader and technology innovator in consumer electronics, has finalized its global agency partnerships for media strategy and placement services, for network distribution and local market creative services and for website and digital marketing services. The three new global agency partners selected were: Mindshare, of the WPP Communications Group; Y&R Worldwide, also from WPP; and Publicis Modem of the Publicis Communications Groupe.
The company earlier this month appointed London-based Bartle, Bogle, Hegarty (BBH) for the strategic development of its worldwide brand/product creative work and marketing communications.

All four newly selected agencies will work closely with each other to help LG globally align its consolidated marketing communications across business units and regions where the company operates. Representatives of all the appointed agencies have already met in Seoul to be briefed on their new global alliance and begin work.
“We couldn`t be more pleased with our new agency partners,” said Sung-Hun Han, Head of Global Brand Marketing. “As top-notch players in each category, all our agency partners will work together on developing one single powerful LG brand globally.”

Dermot Boden, the recently appointed Chief Marketing Officer of LG has already given his full approval to the agency selection. The appointment of Mr. Boden, the former head of Pfizer Inc.’s Northeast Asian Region, is also a part of the company’s enhanced global branding and marketing efforts.

The four agencies will immediately begin their global assignments, with the first campaigns expected to launch in spring 2008.