Global LG brief for WPP

Consumer electronics giant LG has handed its multimillion-pound global PR account to a new bespoke agency unit created by WPP Group.

LG's Seoul-based global comms director Ken Hong told PRWeek that the unit, called LG-One, would comprise a multi-agency team of WPP companies, led by Ogilvy PR executive Luca Penati.

PRWeek revealed earlier this year that LG had put its US$2m (£1.4m) global PR business out to pitch as part of a move to overhaul existing PR arrangements across its eight global regions (PRWeek, 13 March).

However, it is believed efforts to replace local PR agencies, such as UK incumbent Firefly, are being delayed because of the complexity of the task.

While Hong declined to name the WPP agencies involved, it is expected elements from the holding company's three PR networks - Ogilvy PR, Hill & Knowlton and Burson-Marsteller - will share the business, because of concerns over client conflict.

San Francisco-based Penati will continue in his role heading Ogilvy PR's global technology practice.

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