LBKI managing director Berndt Soderbom said the pitch focused more on strategy.
"LG wanted to a number of things: economies of scale, one agency to co-ordinate the LG brand in relation to all its product lines and media planning,
LBKI is no stranger to the LG brand - it has handled the mobile phone assignment for about a year and Flatron TV for the past few months.
"Our experience with those brands demonstrated that we can create outstanding campaigns on the back of solid strategy and co-ordinate between product lines,
said Soderbom.
The portfolio win includes brown goods as well as white goods manufactured and distributed by the Korean company in Indonesia.
Soderbom said that advertising for individual products would be rolled out soon, along with a corporate campaign at a later date.
"The most important thing at the moment is for product campaigns and for each to stand out independently from each other."
