The phone maker, which traditionally made phones for better known brands such as Motorola in China, started highlighting its own brand in foreign markets last year with a campaign that aired in China, Russia and Southeast Asia.
VK, Korea's fourth largest mobile manufacturer after Samsung, LG and Pantech, will spend over US$15million to further raise its brand profile this year with a global campaign that will run across five major Western European markets - France, Germany, Italy, Spain and the UK - and the US, as well as in Greater China, Southeast Asia and Russia.
Carat is tipped to run media for the global push after a two-part pitch held alternately at its global HQ in Seoul, where agencies demonstrated global capabilities, and a local credentials presentation at its China HQ in Xiamen.