LG to rejig Southeast Asia operation

LG will restructure its Southeast Asia operation in 2012, a move which will impact its marketing function and may result in job losses.A spokesperson told Marketing the company is in the process of finalising a plan to "improve the company's positioning for 2012" in order to better align resources with the current economic environment."We will be restructuring our workforce to focus on our core businesses and improve our competitiveness," the spokesperson said."We expect these changes will allow us to better respond to our customers' needs and in less time."While the company could not give out specific numbers, it said more details will be available at a later stage.As part of the restructure, some of the functions will be moved to LG's Singapore subsidiary and some will be handled out of Seoul, the company's headquarters.The spokesperson stressed the SEA office will continue to exist, but: "Every office and operation - not just regional offices - are being looked at."The move may result in redundancies the spokesperson said: "It may but we will make every effort to find another position within the company for affected staff."Marketing also understands that senior marketing roles will be affected by the restructure.LG added existing relationships with global agencies such as Y&R for creative LG-One for PR will remain unchanged.