LG Electronics reshuffles creative roster

LG Electronics has diversified its creative roster after holding pitches for four of its key brands, awarding accounts to Creative Air and TBWA\Korea. TBWA has been handed two brands, digital TV X-Canvas and computer monitor Flatron while Creative Air assumes reponsibility for LG's notebook X-Note. Creative incumbent LG Ad has retained its hold on Tromm, LG's washing machine. Media planning and buying remains with LG Ad. The review is thought to have been prompted by the break-up of LG Group into LG Corp and GS Holdings, two units controlled by different families, loosening LG Ad's hold on the business.