Havas Media Group bags global media duties of LG

The agency will handle LG Electronics' media business in more than 60 countries.

LG Electronics has appointed Havas Media Group to handle its media mandate, globally. The agency, which won the account after a multi-agency pitch process, will be responsible for the company's media duties in more than 60 countries. Incidentally, LG had announced its new corporate identity last week.

It may be recalled that in July, afaqs!, had reported about Havas Media winning the digital media planning and buying duties for LG India. At the time, LG Electronics had consolidated its entire creative business with GIIR Communications India, also known as LG Ad.

On the new business, Dominique Delport, global managing director, Havas Media Group, who led the pitch, says, "LG is one of the most prestigious and sought-after global electronics brands to go into pitch this year. LG's passion in using technology to create happier, more satisfying lives for consumers around the world works with our long standing investment on meaningful communications with our Meaningful Brands analysis. The LG team also shares our positive energy and ability to change. This win has come at a good time for us all. The development of the Arena network and the current energy and enthusiasm within the group creates a strong foundation from which to build this important partnership."

Ki-wan Kim, executive vice-president and global marketing officer, LG Electronics, says, "We look forward to a fruitful working relationship with Havas Media Group. LG draws its inspiration from real consumers around the world and with Havas as our media partner, I am optimistic that we'll be able to engage consumers in meaningful ways that make them smile."

Alfonso Rodés, CEO, Havas Media Group adds that this is another large global win for the group and demonstrates the success of its recent "digital and data" integration strategy.

LG is one of the top three electronic companies in the world with a product portfolio comprising flat-panel TVs, mobile devices, washing machines and air conditioners. The company has 87,000 employees working at 100 locations across the world. It recorded USD 45.22 billion sales in 2012.