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As a lot of attention falls on high-end smartphones, LG is focusing where much of the volume is — the middle of the market — with a promotional plan that calls for more spending and celeb endorsements.
First up is a push for its Chocolate Touch phone in conjunction with Verizon that includes a campaign featuring popular R&B artist Ciara (“Like a Boy”) to serve as the face of a major multimedia ad campaign. Young & Rubicam, New York, handles.
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