LG Electronics retains WPP agencies for global comms duties

Korean electronics company LG Electronics has retained WPP’s LG-One group as its global communications agency partner for the fourth time. The appointment follows a multi-agency review, and will see Hill+Knowlton Strategies (H+K) and WPP partner Ogilvy PR continue to serve as agency partners for LG-One. Marketing has reached out to LG for additional information.

Ken Hong, head of global corporate communications at LG Electronics, said having worked with the LG-One team for 11 years, the network trusts LG-One to deliver work "of the highest quality". Hong added that LG offices across the globe felt that it was "more important than ever" during these challenging times to work alongside a strategic and stable team that knows the brand inside out.

WPP formed LG-One in 2009 to provide LG with a customised global agency network of unsurpassed capability, scale and choice across many markets. LG-One supports LG in multiple areas including global corporate communications, consumer electronics, home appliances, mobile communications and business-to-business.

HS Chung, LG-One client lead and president of H+K Asia, said the LG-One team constantly challenges itself to develop new and innovative approaches that will elevate the LG brand. "Winning the repitch and continuing our decade-long relationship is a testament to the shared success we’ve had, both with the client and with the depth of knowledge across the multi-WPP agency group," Chung added. 

Earlier in March, LG Electronics 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 agency handles all media relations across its business units which comprises Home Appliances and Air Solutions, Home Entertainment and Information Technology, for both B2C and B2B media. Asia PR Werkz will also provide strategic communications counsel and drive publicity for its campaigns and product launches. The account is led by Julie Chiang, director at Asia PR Werkz.

Separately last year, LG Electronics named PHD its global media agency. The appointment sees the Omnicom Media Group owned network managing the media planning and buying duties for the full portfolio of LG products in over 50 international markets. PHD currently supports LG's global growth through media, strategy, technology and data expertise. The appointment spans all regions, with Australia, Canada, Germany, India, Italy, Mexico, Russia, Spain, UK, USA and Vietnam being amongst the 50+ markets. LG also said then it will continue to use Korean agency HS Ad for local activations.

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