LG begins PR retainer in Asia

• New WPP company links with LG
• Provides global PR services to LG
• Three-year retainer

 Regional - Longitude One (LG-One), a multi-agency team of WPP companies, has officially started its PR retainer partnership with LG Electronics Asia and LG Electronics Singapore.

LG-One is a newly-created PR agency network set up to provide PR services to LG Electronics globally. The multi-agency team of WPP companies was appointed to provide global public relations support from 1 June.

The appointment, initially for a period of three years, followed a worldwide competitive review and will cover corporate and product communications across all five of LG Electronics business divisions.

LG-One will work for LG Electronics global business division headquarters and for each of its regional headquarters operations. In some countries, it will work alongside existing agencies during a transition period. In Singapore, the PR contract with XPR has ended and LG-One has taken on the retainer account as of 1 August.

According to LG, the appointment is part of a continuing consolidation of marketing and communications support for the LG brand. Y&R, another WPP company, is the network agency of record for LG's marketing efforts and will work closely with LG-One.

"The LG brand is global and our business is growing rapidly. We want to ensure that we can get the best support the agency world can offer, while achieving a high degree of consistency in communications around our rapidly-growing brand," Ken Hong, director of global communications for LG Electronics, said in a statement.

"We believe that a dedicated team comprising elements of a number of WPP agencies, coordinating PR activities in each country, is the best solution for our needs now and in the future."

_________________________________________________________________________________________

More quality Lighthouse titles

Managing people? For HR and leadership strategy, Human Resources has it covered.

Want to get on the right side of the procurement department?
Direct them to Procurement Asia