The agency fought off three other contenders for the US$6 million account including incumbent MATE Communications, Lotte in-house agency Daehong Communications, and creative boutique Artzen. The manufacturer called the pitch due to what it considered disappointing return on its advertising investment.
SS Chong, vice president and chief talent officer of Diamond Ogilvy Group, commented that Ogilvy Action’s proposed a holistic campaign to “build brand awareness and make the product the hero” instead of focusing on celebrities to promote the product.
Lihom was established in 1976 as an original equipment manufacturer (OEM), later focusing on the domestic home appliance market. The brand is well known in Korea but is currently seeking to build momentum on a global level.
