LG, the world's sixth-biggest mobile phone manufacturer, aims to become one of the top three by 2006. It is understood to be in final talks with senior executives at Euro, after drawing up a four-strong agency shortlist.
It is believed that LG has decided to use Euro for consultation on its umbrella brand strategy, but is undecided as to whether all its advertising and promotional activity in local markets will be handled by a single agency.
LG plans to take on rivals including fellow Korean firm Samsung by associating its brand with the sponsorship of niche action sports, positioning itself as a fun, youth-oriented company using the line 'Life's good'.
In contrast, Samsung favours sponsorship of major mainstream events, such as the Olympics.
This article was first published on Marketing