The brief involves positioning the firm as a high-tech brand.
LG is stepping up its focus on consumer PR for its most technologically advanced products, particularly 3G phones and plasma and LCD screens. The world’s fifth largest mobile phone handset manufacturer, LG also produces white goods and household appliances, but the repositioning comes on the back of a strategy to produce more futuristic products.
LG head of UK marketing Connie Park was brought in to replace UK general manager of marketing Nigel Couzens in July. She was previously global brand comms account director at LG’s Korean HQ.
She said that while LG, which has global annual revenues of more than £9.3bn, has built a successful brand in Asia, it had not quite cracked the UK market.
Along with building LG’s consumer brand in the UK, C&W will run LG’s press office for new product launches and create a buzz around its sports sponsorships in cricket, motor racing, snooker and rugby. LG will look to increase the technological relevance of its sports sponsorships, said Park.
C&W won the account after a pitch against Herald, Hotwire PR, Brodeur Worldwide, Burson-Marsteller and icas PR (PRWeek, 14 May).
C&W associate director Charlotte Arrowsmith and digital director Ginni Arnold lead the account.