Ko could not be reached at press time, but according to Shaun Rein, MD of China Market Research Group, Ko aims to make LG’s marketing more consumer-centric. “LG needs to do more digital and offline marketing,” said Rein. “KK is one of the best, if not the best in China, for this. It shows LG is going to take a multi-pronged strategy.”
Ko steps down from Coke on 1 November. Separately, LG saw final presentations last week for its global creative review, held in Seoul. The account has been split into three parts: mobile, digital display and corporate image. BBH and DDB contest the mobile portion, while Publicis and Agency.com presented for corporate image.
Agency.com won the digital display brief in September.
