LG Electronics has chosen “LG-One,” a multi-agency team of WPP companies, to provide global public relations support, effective June 1, 2009. The appointment, initially for a period of three years, follows a worldwide competitive review and will cover corporate and product communications across all five of LG Electronics business divisions.
LG-One will work for LG Electronics global business division headquarters and for each of its regional headquarters operations. In some countries, it will work alongside existing agencies during a transition period. The appointment is part of a continuing consolidation of marketing and communications support for the LG brand. Young & Rubicam, another WPP company, is the network agency of record for LG’s marketing efforts and will work closely with LG-One.
Ken Hong, Director of Global Communications for LG Electronics, said: “The LG brand is global and our business is growing rapidly. We want to ensure that we can get the best support the agency world can offer, while achieving a high degree of consistency in communications around our rapidly-growing brand. We believe that a dedicated team comprising elements of a number of WPP agencies, coordinating PR activities in each country, is the best solution for our needs now and in the future.”