LOS ANGELES LG Electronics has selected Havas' Euro RSCG and Publicis Groupe's Starcom to handle its pan-European ad account following separate reviews, according to Euro RSCG.
Sources said spending would be $60 million.
Euro RSCG will handle creative chores out of its office in London, while Starcom will oversee media planning and buying.
"LG Electronics has operated thus far in a decentralized manner. This has led to significant growth in many European markets. Now we will build this momentum further by also achieving fast and significant growth in brand awareness and recognition through centralizing and reinforcing our marketing communication activities," said James Kim, president and CEO of LG in Europe.
Various agencies had previously worked on different portions of the account. Both Euro RSCG and Starcom had been on the roster.
LG Electronics manufactures products such as plasma and LCD TVs, mobile phones, monitors and household appliances.
—Adweek staff report