LG Electronics Co. Ltd. said it has consolidated its $350 million global brand-and-product account at Publicis Groupe’s Bartle Bogle Hegarty following a review.
London-based Bartle Bogle, which had emerged from the pack as the expected winner more than a week ago, will create a unified marketing communications across LG’s various business units around the globe. Bartle Bogle will also take on lead assignments for LG’s global brand “and for most of its product divisions,” launching work in spring 2008, LG said in a statement.
LG’s core divisions
LG’s global brand-and-products business includes four core divisions: mobile communications, digital display (flat-panel TVs and monitors), digital media (computers and peripherals, audio equipment and video players) and digital appliances (air conditioners, washing machines and refrigerators).
The other contenders in the review were Publicis Worldwide, owned by Publicis Groupe, which also has a 49% stake in Bartle Bogle, and Omnicom Group’s TBWA and DDB Worldwide. Saatchi & Saatchi was involved at an earlier stage but had a conflict due to its Sony Ericsson business.
A TBWA spokeswoman declined to comment and representatives for Publicis and DDB could not be immediately reached.
“Our goal is to make the strongest connection possible with our business partners and end-user consumers with LG’s category-leading products and services,” LG’s recently named first CMO, Dermot Boden, said in a statement. “I look forward to working with BBH, our new agency partner, to achieve this objective.”
Rupal Parekh is a reporter for Advertising Age, a sister publication for RCR Wireless News. Both publications are owned by Crain Communications Inc.
