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. “BrandBuzz has been instrumental in our rapid growth and premium brand positioning in the U.S. and we look forward to expanding our successful partnership.”

The assignment includes brand image and product-specific ads for all of LG’s North American divisions, including mobile communications, digital appliances, digital display and digital media. LG also is reviewing North American media duties, and a decision on that is expected in about two weeks, a client representative said. The rep declined to disclose contenders; WPP’s Mediaedge:cia is the U.S. incumbent.

Separately, the Englewood Cliffs, N.J., client has awarded online marketing duties to New York independent Xtential, also after a review. LG considered 10 agencies for the assignment, which previously was handled in-house, according to the rep.