LG Consolidates Creative at BrandBuzz

NEW YORK WPP Group’s BrandBuzz has successfully defended U.S. creative duties on LG Electronics and added responsibilities in Canada and Mexico that will be handled by sister shop Young & Rubicam.

The win adds about $10 million in billings to BrandBuzz’s existing business, according to sources. Total billings are estimated at $50 million. LG’s decision came after a review in which Omnicom Group’s Merkley + Partners was the other finalist [Adweek, June 5].

The North American consolidation “will help us maximize the success of our global ‘Life’s Good’ marketing theme” and “emphasize our ‘one brand, one voice’ platform,” said Joon Jun, senior vice president of corporate marketing, in a statement.