In-House Agency for LG Electronics Makes Two Senior Creative Moves

By Kyle O'Brien 

HS Ad, the long-running global in-house agency for LG Electronics has made two key creative leadership moves in North America to lead the group’s expanding marketing efforts.

Creative veteran John Long joins HS Ad North America as executive creative director to oversee creative efforts for the 200-person agency office in New Jersey. He was most recently brand-side as global head of creative, brand and marketing at The Economist Group, where he helped build the company’s first in-house agency.

Long’s previous agency experience includes five years at Ogilvy New York, where he rose to ecd, leading creative on Samsung, Philips, Starbucks and The Washington Post. His awards include those from Cannes, The One Show, Clio, LIA, Effies and The Webby Awards.


Nicklaus Deyring has moved into the newly created role of executive design director, tasked with leading expansion of the company’s “We are Life’s Good” branding. He will also launch design-driven initiatives across the LG Group, advocate for customer experience and digital transformation creative teams and help shape the future of LG’s customer-first approach.

Deyring previously served as HS Ad North America’s ecd, design, working as a strategic partner to all of the brand’s categories. Prior to joining HS Ad in 2014, he held creative positions at 360i and Grey’s G2.

“John and Nick are accomplished professionals who are the right team to lead a new era of creative for HS Ad,” Sang Hoon Lee, president HS Ad North America said in a statement. “They will also provide a vision for LG’s brand purpose, launch exciting new content programs and drive a continuation of digital transformation within LG.”

HS Ad was founded in Seoul in 1984 to provide LG Electronics with strategy, creative, branding, experiential, media and analytics. The agency now has 33 network offices around the world. HS Ad North America was established in 1996, with offices in Englewood Cliffs and Los Angeles.

One new marketing initiative for 2022 is LG Electronics USA’s recently announced three-year partnership with the NCAA, Turner Sports and CBS Sports for category exclusive marketing and distribution rights to NCAA Championship competitions. The brand’s support will include multiple initiatives to inspire fans and student athletes, including the launch of the NCAA Championships Channel, a new smart TV streaming channel for NCAA championships available exclusively on LG smart TVs.