LG Electronics names PR partner for Singapore market


Korean electronics company LG Electronics has appointed Asia PR Werkz as its public relations agency for Singapore. Starting March 2020, the appointment is for a period of one year with an option to extend another year. 

The independent public relations and digital marketing agency will be responsible for handling all media relations across its business units which comprises of Home Appliances and Air Solutions, Home Entertainment and Information Technology, for both business-to-consumer (B2C) and business-to-business (B2B) media. Asia PR Werkz will also provide strategic communications counsel and drive publicity for its campaigns and product launches.

The account will be led by Julie Chiang, director at Asia PR Werkz. Chiang said, “We are excited to work with LG Electronics as their communications partner. We will be working closely with the local team to reinforce the global brand as the industry’s thought leader.”

Currently, LG Electronics works with PHD as its global media agency. The agency was appointed in November 2019, following a market review that included Horizon and Carat. PHD will manage the media planning and buying duties for the full portfolio of LG products in over 50 international markets.

Asia PR Werkz started 2020 with the expansion into Indonesia. According to the agency, this marks its first office overseas in its 24 years of presence in Singapore. The PR agency also touts Indonesia's media landscape as "vibrant against the backdrop of disruptive technologies and innovation". The expansion in Indonesia was led by director Anu Gupta, and will start with one staff currently based in Indonesia. 

Meanwhile in Singapore, in the area of public affairs work, Asia PR Werkz has worked on the Total Defence project for the past seven years, taking the agency lead for community engagement, social media engagement and media relations. It also continued its partnership with MINDEF’s NEXUS for the nationwide Total Defence logo competition in 2019. Most recently, Asia PR Werkz was appointed by Singapore Discovery Centre to support the organisation's interactive programmes and activities for Total Defence 2020.

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