LG Electronics puts UK PR remit up for review

Korean technology giant LG Electronics is reviewing its UK corporate branding account, putting at risk a five-year relationship with Herald Communications.

Herald is set to square up against Hotwire PR, Brodeur Worldwide, Cohn & Wolfe, Burson-Marsteller and Icas PR in the battle for the account, which is believed to be worth £300,000 a year.

The account involves handling consumer and trade press relations for LG across its different product areas and PR around the company’s sponsorship of sporting events such as the International Cricket Council World Championship and LG Super Racing Weekend.

Last year, LG also appointed Herald to handle the launch of its 2.5G mobile handsets as an extension of its existing account (PRWeek, 10 September 2003).

LG UK marketing general manager Nigel Couzens said that he initiated the pitch to compare Herald’s credentials with that of other agencies in the market.

‘It is important to make sure that we get the best agencies on board,’ Couzens told PRWeek.

The winning agency is expected to start work on the account in July.

Couzens joined LG in the newly created role from local information provider wcities.com last year. He centralised corporate branding, sponsorship and advertising, which were previously handled separately by LG’s five product sales divisions.

Although the winning agency will report to Couzens, LG general manager for comms and new technology Andrew Mullen is the company’s main spokesperson in the UK.

LG is comprised of three main companies – Digital Display & Media, Digital Appliance and Telecommunication Equipment & Handset.

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