• Ad Age, Wednesday, December 5, 2007 11:15 AM

LG Electronics has consolidated its $350 million global brand-and-product account at Publicis Groupe's Bartle Bogle Hegarty after a review. And the London-based shop will now need to crate a unified marketing communications platform across the Korean appliance and electronics giant's variou sglobal business units. Bartle Bogle will also take on work for LG's global brand "and for most of its product divisions," starting in next Spring2008, LG says.

The company's main lines include mobile communications; flat-panel TVs and monitors; computers and peripherals; audio and video equipment; and things like air conditioners, washing machines and refrigerators. Knocked out of contention in the review were PublicisWorldwide, TBWA and DDB Worldwide. Saatchi & Saatchi was in the hunt earlier, but had to bail on a conflict due over its Sony Ericsson business.

LG adds it is conducting two additional reviews, one to hire its a worldwide media agency and digital marketing partner, and the second to link Bartle Bogle with a larger global network for local assignments. Publicis Modem and MediaVest are believed to be the front-runners in the digital and media reviews.

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