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LG Electronics $350 Million Account In Play

Ad Age, Monday, September 17, 2007 10:30 AM

LG Electronics' $350 million brand and strategic-marketing communications business is in play, and the company will hear presentations in Seoul next month. The review comes on the heels of the appointment of a new head of global branding at the company and will encompass worldwide communications, strategy, creative and corporate branding for LG and its various units.

Currently in contention are five agencies or teams from two of the big holding companies. Among them: Omnicom Group's DDB Worldwide and a team made up of Agency.com working with TBWA; Saatchi & Saatchi and Publicis Worldwide; and London-based Bartle Bogle Hegarty. None have much in the way of previous LG business.

There could be more than one winner, with DDB and Bartle pitching only the mobile-communications business, one of LG's four divisions, while the rest are after the whole account.

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