LG appoints PHD as global media agency of record

LG Electronics Inc. (LG), the Korea-based manufacturer behind several of the world’s leading electronics, has named PHD its global media agency of record following a competitive market review that included Dentsu, Horizon and Carat.

The incumbent agency Havas Media Group did not participate in the review.

The appointment will see the Omnicom Media Group owned network manage the media planning and buying duties for the full portfolio of LG products in over 50 international markets.

Effective from January 2020, PHD will be tasked with supporting LG’s global growth through media, strategy, technology and data expertise. The assignment will see a global team of strategy leads based in key markets, in addition to a central team managing the business from a global hub in Seoul.

The appointment spans all regions, with Australia, Canada, Germany, India, Italy, Mexico, Russia, Spain, UK, USA and Vietnam being amongst the 50+ markets.  LG will continue to use Korean agency HS Ad for local activations.

“We’re delighted to partner with LG on their global media duties,” commented James Hawkins, CEO of PHD APAC. “The company is a perfect example of the truly global and iconic brands born out of Asia-Pacific, and we are excited to partner with them on their continued growth and success in over 50 international markets.” 

Philippa Brown, CEO of PHD Worldwide, added, “Wins like these truly demonstrate PHD’s network capabilities. We are excited to work with LG on fulfilling its vision of becoming a faster and smarter global brand of the future, while seamlessly delivering on its brand promise of “Life’s Good”.”

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