SEOUL: Korea's second largest electronics firm, LG Electronics, is
carrying out a major global PR review with plans to more than double the
size of its external agency roster.
The firm has already boosted its roster in the past two months from
three agencies in India, China and Dubai to seven, now also covering
Thailand, Mexico, Panama and South Africa.
According to the firm's senior manager of brand communications, Eun-Soo
Lee, the aim is to establish local PR networks in 20 countries by the
end of 2004.
Among the agencies recently appointed as part of the review are
Fleishman-Hillard Vallun Wilkins in South Africa, RU&A Porter Novelli in
Panama and Corporate Voice Shandwick in India.
F-H Vallun Wilkins senior vice-president Michelle de Pons said: 'They
want us to add credibility to the LG Electronics brand through the
media. They have only focused on building the brand through advertising
She added that F-H's brief in South Africa includes corporate, consumer
and technology PR.
'At the moment LG is seen as a consumer company and an air conditioning
firm, but they're looking to promote the rest of the business,' she
LG Electronics also des-igns and manufactures TVs, monitors, home
appliances and a number of other multimedia devices.
The firm is launching a range of mobile phones next year.
The company is a subsidiary of South Korea's LG Group, but was founded
in 1958 as Goldstar.
It has made a number of moves to break into the mobile phone market,
forming alliances with troubled UK telecoms firm Marconi and Dutch
electronics firm Philips, as well as taking over the operations of
mobile phone operation LG Information & Communication.