• December 12, 2007

South Korean consumer technology giant LG Electronics has selected ad holding companies WPP Group and Publicis Group to split its $350 million global advertising account.

WPP's Mindshare will buy media placement for ads created by WPP's Y&R Worldwide unit. Publicis' Modem Media will handle online campaigns for LG. Earlier this month, LG appointed London-based Bartle, Bogle, Hegarty to oversee strategic development of its global brand marketing efforts.

BBH is 49% owned by Publicis. The four agencies are to work closely together, with BBH providing overall advertising concepts that are implemented by the other agencies. LG is among the world's largest makers of cellphones, washing machines and televisions.

--Mark Walsh