LG Embarks on Consolidated Global Branding with New Agency
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.
LG’s objective from the beginning these reviews has been to select agency partners who will best support LG’s plan to globally align its quality marketing communications across business units and geographies.
As part of its enhanced global branding and marketing efforts, LG Electronics recently appointed Dermot Boden as its Chief Marketing Officer. Boden was formerly head of Pfizer Inc.’s Northeast Asian Region. He said, “I am highly satisfied with the selection of BBH. We are defining new horizons in consumer technologies every day. Our goal is to make the strongest connection possible with our business partners and end-user consumers with LG’s category-leading products and services. I look forward to working with BBH, our new agency partner, to achieve this objective.”
BBH will immediately begin developing brand strategies with LG around the world. The first campaigns are scheduled to launch in spring 2008.
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About LG Electronics, Inc.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, home appliances and mobile communications, employing more than 82,000 people working in over 110 operations including 81 subsidiaries around the world. Comprising four business units -- Mobile Communications, Digital Appliance, Digital Display and Digital Media with 2006 global sales of US $38.5 billion -- LG Electronics is the world’s largest producer of CDMA handsets, air conditioners, optical storage products, and DVD players. For more information, please visit www.lge.com.
About Bartle, Bogle, Hegarty
Bartle, Bogle, Hegarty (BBH) is a full-service creative communications business with six strategically-placed regional offices across the world. Key clients include Audi, Levi s, British Airways, Axe and Vodafone. 2007 award-winning work includes Cannes Gold-winning Levi s Dangerous Liaisons, AAAA Grand Prix-winning Axe Click and more. Privately-owned, Publicis Groupe has a 49% stake in BBH Ltd.
LG Electronics 개요
LG Electronics Inc., (KSE: 06657.KS) is the leader in consumer electronics and mobile communications. The company has more than 72,000 employees working in 77 subsidiaries and marketing units around the world. LG Electronics is the world’s largest producer of CDMA handsets, residential air conditioners, optical storage devices and home theatre systems. With total revenue of more than USD 35 billion (consolidated USD 45 billion), LG Electronics is comprised of four business units: Mobile Communications, Digital Appliance, Digital Display and Digital Media. For more information, please visit www.lge.com.
웹사이트: http://www.lge.com
연락처
LG Electronics Global PR, Corporate Communications
media contact: Judy Pae at 이메일 보내기 , phone: 82-2-3777-7144
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2010년 7월 26일 10:31