LG plans to retain Ogilvy-H+K team after RFP

SEOUL, SOUTH KOREA: LG Electronics is planning to retain LG-One, a multi-agency team made up of WPP Group's Ogilvy PR Worldwide and Hill+Knowlton Strategies, to handle global PR work after a review process.

SEOUL, SOUTH KOREA: LG Electronics is planning to retain LG-One, a multi-agency team made up of WPP Group's Ogilvy PR Worldwide and Hill+Knowlton Strategies, to handle global PR work after a review process.

The company decided to stay with LG-One, which it has worked with since 2009, because of the group's “intimate knowledge” of the business, said Chaz Abbott, senior manager of PR at LG Electronics. He said the company is “still in negotiations with the general procurement,” but the final agreement should go into place “in a week or so.”

Abbott said the account is a “multi-million dollar” contract. He added that LG-One is “so connected on so many levels, across not just mobile, but home electronics, at-home appliances, everything.”

“They have a great team in place, and they have so much invested in our side, as well,” he said.

LG-One will focus on product and corporate PR in the US, said Abbott, but the work may vary by market throughout the world. The team will also consult on social media, he explained.

Prior to selecting LG-One as its PR agency team three years ago, LG Electronics worked with Ogilvy as its AOR since 2004. It also previously worked with Burson-Marsteller in Korea.

Last March, LG Display, which manufactures materials for TVs, monitors, and mobile products, hired Hill & Knowlton as its global AOR after a review. LG Electronics also selected iCrossing as its global digital AOR last June.

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