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Press Release

05/27/2009

LG mobile signs deal with Channel 4 for bespoke partnership

Berskshire, UK, 27 May, 2009 - As part of an integrated marketing campaign breaking this summer, LG Mobile have signed a deal with Channel 4 to create a bespoke branding package that will cover a hand picked, targeted array of key US and UK programming.

The agreement covers programming which specifically targets 16 - 24 year olds, and the series contained within the deal share a common theme of learning and growing through relationships.


The deal, which will run until December 2009, was negotiated by Mindshare's specialist team, Invention, and is valued in excess of million. The creative agency assigned is Y&R. In a sponsorship style format, the campaign will feature 15, 5 and 10 second creative executions either side of the commercial break.



"LG's deal with Channel 4 is an important step in our strategy to engage more closely with consumers. The partnership will give LG a platform for communicating our brand values and showcasing new devices" said Jeremy Newing, Head of Marketing LG Mobile UK, "The creative execution is key to this and we believe that it's the style of the campaign that viewers will relate to."



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About LG Electronics, Inc.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2008 global sales of USD44.7 billion, LG is comprised of five business units - Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is the world's leading producer of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both a Global Partner and a Technology Partner of Formula One(TM). As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit www.lg.com.


About LG Electronics Mobile Communications Company
LG Electronics Mobile Communications Company is a leading global mobile communication and information company. LG creates handsets that provide an optimized mobile experience to customers around the world with its cutting-edge technology and innovative handset design capabilities. Increasingly, LG is pursuing convergence technology and mobile computing products. LG will continue to take leadership in the mobile communication environment with stylish designs and smart technology.

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