• by Larissa Faw , July 7, 2016

LG Electronics USA is naming Horizon Media as its media agency of record, following a formal review. The incumbent was WPP's Mindshare. 

Horizon Media will be responsible for communications planning and paid media activation across all channels for LG Electronics’ three primary U.S divisions -- home appliances, home entertainment and mobile phones.  

Last year, LG Electronics spent $415 million on advertising, according to Kantar Media.  

Horizon's data analytics helped to win this account. 

“Horizon has demonstrated a deep understanding of our consumer segments in the U.S. and has the innovative thinking to help us engage with the right audience and bring the LG experience to life," stated David VanderWaal, vice president of marketing, LG Electronics USA.   

The agency sees "an incredible opportunity for LG to leverage their data in new ways, further enhance the consumer experience and build on their long track record of success in making LG products an integral part of our daily lives," stated Bill Koenigsberg, president/founder and CEO, Horizon Media. 

LG sells home appliances, home entertainment products, mobile phones, commercial displays, air conditioning systems and solar energy solutions in the United States, all under LG's "Life's Good" marketing theme.