LG Signs Up WPP, Publicis Shops

BOSTON LG Electronics today said it has finalized its global agency partnerships across its traditional, digital and media services.

The three new global agency partners are: WPP Group’s MindShare and Young & Rubicam and Publicis Groupe’s Publicis Modem, the company said.

LG earlier this month appointed London-based Bartle Bogle Hegarty, backed by Publicis, for the strategic development of its worldwide brand, product creative work and marketing communications.

All four newly selected agencies will collaborate to help LG globally align its consolidated marketing communications across business units and regions where the company operates, the firm said.

Representatives of all the appointed agencies have already met in Seoul, South Korea, to be briefed on their new global alliance and begin work.

“We couldn’t be more pleased with our new agency partners,” said Sung-Hun Han, client head of global brand marketing. “As top-notch players in each category, all our agency partners will work together on developing one single powerful LG brand globally.”

The first campaigns from the new shops will launch this spring.

“LG is a company with great vision and I’m delighted that we’re building a new multinational relationship out of a brand in Asia,” said Y&R worldwide CEO Hamish McLennan. “It shows you how influential brands like LG are becoming in the world.”

As LG’s global network, Y&R will adapt BBH’s global campaign for local markets and handle certain product specific assignments in markets such as India, Australia and Russia.

All told, the client spends as much as $350 million per year on global marketing, according to sources.

Much of the work had previously been spread among numerous shops worldwide and some of the assignments are new.