LG Pitches: 1 Down, 2 to Go

NEW YORK LG Electronics, amid a flurry of creative reviews for various global assignments, has awarded lead worldwide creative duties on its digital display division to Omnicom Group’s Agency.com, sources said.

Agency.com won the estimated $100 million account after a review involving a handful of other shops that could not immediately be identified. Its work will likely include interactive, TV, print and guerilla ads. LG’s display products include televisions and computer monitors.

The shop, which referred calls to LG, is expected to lead the business out of its office in New York, with help from outposts in London and Singapore. In addition, sister shop TBWA will provide global network support, said sources. LG could not immediately be reached.

Two other client reviews are continuing, with presentations scheduled for early October at LG’s headquarters in Seoul, South Korea, sources said.

One contest covers mobile communications and pits Omnicom Group’s DDB against Publicis Groupe-backed Bartle Bogle Hegarty, said sources. The other review, for global corporate image duties, is said to be down to Agency.com and Publicis Groupe units Saatchi & Saatchi and Publicis. As with the digital display assignment, the corporate image and mobile tasks each represent billings of about $100 million, said sources. The agencies either declined to comment or could not be reached.

Agency.com’s display win jibes with the direction Chan Suh has taken since returning as CEO in April. Suh is looking to position Agency.com as a digital shop that can lead assignments, rather than focus on Web projects, as it has done in the past.

In late 2006, Agency.com handled through-the-line assignments for Ikea, although it subsequently lost a pitch to become that client’s lead agency.

The shop also has branched into outdoor advertising with clients like E-Trade and British Airways.

In the U.S alone last year, LG spent about $70 million in major measured media, including more than $22 million on mobile communications and roughly $18 million on display products like TVs and monitors, according to Nielsen Monitor-Plus. The rest covered appliances such as washing machines and refrigerators.