Ken Hong told PRWeek he was in the process of reviewing the company's global comms strategy. LG uses Firefly in the UK, while Asia and the US are currently handled by Burson-Marsteller and Ogilvy PR respectively.
'We want to consolidate the brand messaging on corporate communications,' said Hong, who was previously MD of Weber Shandwick Thailand. 'The company is very focused on trying to streamline and cut out any fat.'
It is believed that approaches have already been made to global agencies regarding the strategy review. 'It is definitely looking at globalising,' said one agency source. 'That's the preference.'