LG Shifts to BBH

NEW YORK Publicis Groupe-backed Bartle Bogle Hegarty has won global creative and strategic chores for LG Electronics, the South Korean consumer electronics maker said today.

Because LG counts vacuum cleaners among its many product offerings, BBH is parting ways with Dyson, a creative account valued at $30 million, per sources.

“We want one single powerful LG brand, even though our business itself is multi-faceted and operates in a number of categories,” said Sung-Hun Han, head of LG’s global brand marketing, in a statement.

LG has four key business units: cell phones, appliances, computers and televisions. BBH now handles the first three while Agency.com retains TVs, which it won earlier this year with network support from sibling TBWA companies. (Agency.com and TBWA are ultimately owned by Omnicom.)

BBH will now also handle global branding, which is new for LG.

Other contenders at various stages of the competition, initially handled as separate reviews for mobile and global branding, were Omnicom’s DDB, Agency.com and Publicis, per sources.

Creative will be handled by both the New York and London offices of BBH, with John Hegarty, co-founder of the agency, taking the creative lead, the agency said.

The account is valued at $200-350 million, per sources.

LG’s global media and digital chores are currently in play, a first for the company. Contenders are not disclosed. The work is now split among numerous agencies.