Press Release

12/03/2007

LG Embarks on Consolidated Global Branding with New Agency

LG Electronics (LG), a global leader and technology innovator in consumer electronics, has after a three month global review appointed London-based Bartle, Bogle, Hegarty (BBH) for the strategic and creative development of its worldwide marketing communications. Working principally out of its London and New York offices, BBH will take on and lead assignments for LG's global brand and for most of its product divisions.

LG Electronics (LG), a global leader and technology innovator in consumer electronics, has after a three month global review appointed London-based Bartle, Bogle, Hegarty (BBH) for the strategic and creative development of its worldwide marketing communications. Working principally out of its London and New York offices, BBH will take on and lead assignments for LG's global brand and for most of its product divisions.

Sung-Hun Han, Head of LG's Global Brand Marketing, said, "We want one single powerful LG brand even though our business itself is multi-faceted and operates in a number of categories. I believe BBH will make a great partner to help us achieve that status. We were fortunate to have such strong finalists participate in our review. The presentations from the competing agencies were all inspirational and it was quite hard to choose one. But BBH is outstanding with their strong understanding of our customer and communication needs."

LG is currently reviewing agencies with comprehensive worldwide networks of offices to partner with BBH for local assignments. Also being reviewed is a consolidated assignment for a global media agency and a global digital marketing agency. Decisions on these agencies are expected within a couple of weeks.

LG's objective from the beginning these reviews has been to select agency partners who will best support LG's plan to globally align its quality marketing communications across business units and geographies.

As part of its enhanced global branding and marketing efforts, LG Electronics recently appointed Dermot Boden as its Chief Marketing Officer. Boden was formerly head of Pfizer Inc.'s Northeast Asian Region. He said, "I am highly satisfied with the selection of BBH. We are defining new horizons in consumer technologies every day. 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. I look forward to working with BBH, our new agency partner, to achieve this objective."

BBH will immediately begin developing brand strategies with LG around the world. The first campaigns are scheduled to launch in spring 2008.
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