Lg Appoints New Global Advertising Agency

LG Electronics (LG) says that it has appointed London-based Bartle, Bogle, Hegarty (BBH) for the strategic and creative development of its worldwide marketing communications. Working principally out of its London and New York offices, BBH will take on and lead assignments for LG's global brand and for most of its product divisions.

Sung-Hun Han, Head of LG's Global Brand Marketing, said, "We want one single powerful LG brand even though our business itself is multi-faceted and operates in a number of categories. I believe BBH will make a great partner to help us achieve that status. We were fortunate to have such strong finalists participate in our review. The presentations from the competing agencies were all inspirational and it was quite hard to choose one. But BBH is outstanding with their strong understanding of our customer and communication needs."

LG is currently reviewing agencies with comprehensive worldwide networks of offices to partner with BBH for local assignments. Also being reviewed is a consolidated assignment for a global media agency and a global digital marketing agency. Decisions on these agencies are expected within a couple of weeks.

BBH will immediately begin developing brand strategies with LG around the world. The first campaigns are scheduled to launch in spring 2008.

Posted to the site on 3rd December 2007

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