LG Electronics has confirmed its new agency roster in Australia following a global review of its media and advertising duties which saw the business lodged with WPP group agencies.
Mindshare will take responsibility for media planning and buying, George Patterson Y&R will handle above-the-line advertising duties, while Publicis Mojo’s digital arm Publicis Digital, will manage website and digital marketing.
The global realignment means Singleton Ogilvy & Mather which had LG’s account for 10 years, BWM which had a five year relationship with the electronics giant and media agency Ikon Communications which had the business for two years, have been stripped of the account effective immediately.
LG spent $9.7m on main media in the last 12 months according to figures from Nielsen Media Research.
David Brand, the recently installed marketing director at LG Australia said of the incumbents: “These agencies have played enormous roles in building the LG brand in Australia, and we appreciate their exceptional work and dedication to LG. Singletons in particular should be congratulated for developing the now famous ‘Life’s Good’ slogan, which has been adopted globally.”
“Moving forward, we welcome the fresh approach Mindshare, Y&R and Publicis promise to deliver as we enter LG’s second decade in Australia. These agencies offer unique strategies to integrated marketing which we trust will fuel LG’s continued growth."
The first campaigns are expected to launch in the coming months.
GPY&R pulled out of the Panasonic Australia creative pitch in order to take on the LG account. The win also means Mindshare has secured another significant consumer electronics brand, after Samsung moved its business out of the agency to Starcom Mediavest Group last year, also following a global review.
