SEOUL: LG Display, which manufactures materials for TVs, monitors, mobile products, and other applications, hired Hill & Knowlton (H&K) as its global AOR, following a competitive review.
Effective immediately, H&K's responsibilities include strategic messaging and campaign planning as well as execution for LG Display corporate and product communication.
The agency, which also works on LG Electronics business in the US, merged with WPP sister agency Public Strategies in January.
According to a statement, the review was in line with LG Display's aim to “unify its global communication strategies in an increasingly competitive market." A Wall Street Journal report also indicates that the company is attempting to make its technology the industry standard for 3D TVs.
The account will be based out of the agency's Korean office, Synergy Hill & Knowlton, and comprise H&K China and San Francisco offices initially. The offices will work with LG Display headquarters in Korea while supporting local subsidiaries as needed.
BS Lee, SVP of LG Display, said in a statement, “We were impressed by Hill & Knowlton's understanding of the current environment and its creative vision for how we can achieve and exceed our PR goals. We look forward to working closely together as we strengthen our business in the coming years.”
Sources close to the bid said that Burson-Marsteller, which has worked with LG in Korea, was involved in the review.
Sources also tell PRWeek that Ogilvy, which works with Hill & Knowlton on the LG Electronics business, was not part of the review. In 2009, LG Electronics, a sister company to LG Display, combined its PR business within WPP, transitioning the Ogilvy AOR account to one that would be shared by H&K and Ogilvy under a global multiagency team dubbed “LG One.”
John Taylor, VP of public affairs and communications for LG Electronics USA, explained that Ogilvy has most of the US business, and despite the recent departure of Ogilvy's Nicole Lowe, who worked on the account, as well as additional departures within the agency's New York consumer group, the relationship remains strong.
Luca Penati, MD of Ogilvy's global tech practice, added that the agency's LG business, a top ten account for the firm, is secure in the second year of its three-year LG One contract. The agency has been working on the LG business in the US for more than six years.
LG Display, which provides TFT-LCD panels for use in TVs, monitors, notebook PCs, and mobile products, currently operates eight fabrication facilities and five back-end assembly facilities in Korea, China, and Poland. The company has a total of 44,000 employees operating worldwide.