Euro RSCG Scores in Latin America

NEW YORK LG Electronics has consolidated its advertising and media duties in Latin America at Euro RSCG and its Havas-owned sibling, MPG, the agencies said.

Billings on the business were undisclosed, but sources said they would be equivalent to about $60 million.

Sources said the account was in review in only some of the countries, but the business in others moved without a review.

Euro RSCG and MPG will now handle LG in Chile, Columbia, El Salvador, Nicaragua, Ecuador, Panama, Honduras, Venezuela, Guatemala, Costa Rica, Brazil, Paraguay, Uruguay and Peru. The LG account in Latin America had been divided among Omnicom Group’s BBDO, WPP Group’s Young & Rubicam and Ogilvy & Mather, and smaller shops in the region. It could not be determined if any of those agencies participated in the review.

In June, WPP’s BrandBuzz successfully defended the estimated $50 million U.S. account, while sibling Y&R won creative duties for LG in Canada and Mexico [Adweek, June 9]. Omnicom’s Merkley + Partners in New York was the other finalist in that contest. “Life’s good” has been the global theme line for LG products.

Ricardo Monteiro, CEO of Euro RSCG Latin America, said in a statement, “We are honored to have LG as a client for Euro RSCG Latin America. We pride ourselves on our clients—they are a reflection of who we are and what we deliver. We look forward to a successful relationship that delivers real results for a rapidly growing category across these markets.”

The agency will serve LG from its Panama City office, where Arturo Montenegro will lead the effort.

The client is based in Seoul, South Korea. Its U.S. headquarters is in Englewood Cliffs, N.J. LG makes electronics such as mobile phones, plasma TVs, DVD players and home appliances.

Earlier this year, Euro RSCG won an assignment from L’Oreal in Puerto Rico and Diageo work in Mexico.