LG consolidates electronics business with LG Ad

The agency's Delhi branch will handle the mandate.

LG Electronics has consolidated its entire business with GIIR Communications India, also known as LG Ad. The agency's Delhi branch will handle the account.

The development is the result of a recent multi-agency pitch that was held in Delhi. The process was initiated around November (post-Diwali) in 2012.

Nitin Makdani, business head and vice-president, GIIR Communications India, confirms the news to afaqs!

Until now, the creative mandate for LG Electronics was divided between LG Ad and Rediffusion-Y&R. This happened in stages: in January 2008, Rediffusion-Y&R was awarded the entire LG Electronics business as a part of a global alignment. Then, 2010 onwards, the company gradually started moving parts of the business from Rediffusion to LG Ad, starting with the air-conditioner business in July 2010, followed by the water purifier business in December 2010, the home entertainment range (which includes all audio-visual products and televisions) in May 2011, and the refrigerator and washing machine businesses most recently.

Henceforth, LG Ad will also handle all digital duties for LG Electronics. Earlier, the social media and online reputation management duties were managed by Hungama Digital Media, while the SEO mandate was with NetBiz.