LG Electronics is a global leader in products such as Plasma TV’s, LCD TV’s and Monitors, a Top 5 Global player in Mobile Phones and is a technological leader and pioneer in home appliance convergence.

After establishing the European Headquarter in 2004 this consolidation of agencies, means a major step forward in achieving LG Electronics’ ambition to become a Top 3 Global player by 2010. This consolidation will allow LG Electronics to operate in the European market in a more cohesive, strategic manner and at the same time will allow the LG brand to benefit from the synergies this will create.

“LG Electronics has operated thus far in a decentralized manner. This has led to significant growth in many European markets. Now we build this momentum further by also achieving fast and significant growth in brand awareness and recognition through centralizing and reinforcing our marketing communication activities.”, says Mr. James Kim, President and CEO of LG European Headquarters. “We firmly believe by bringing together the best of the advertising world and the best of the media world we will achieve our vision of Global Top 3 and it will further increase our presence in the European market; the stores and ultimately the homes of the Europeans and let the European consumers experience LG’s brand vision “Life’s Good”.

Euro RSCG London was announced to handle the LG Electronics account after a competitive pitch against Y&R, Saatchi & Saatchi and Leo Burnett. The pan-European LG Electronics account will be hubbed out of Euro RSCG London who will be responsible for creating a pan-European brand advertising campaign, and for promoting specific key products on a Europe wide basis.

Ben Langdon, Chairman Euro RSCG UK comments, ‘We are absolutely delighted to work with LG Electronics in Europe. They are an innovative, dynamic company and we are looking forward to working in partnership with LG to consolidate and grow the brand across Europe’.

The media account was held across Europe by various agencies including Mindshare, Carat and Universal McCanns. Ian Clarke, Managing Partner Starcom EMEA said, ‘We are delighted that LG Electronics has chosen Starcom as its media partner for Europe. Starcom provides the breadth and strength across Europe to help deliver the rapid growth LG Electronics is expecting over the next years.’