Publicis Modem pitched for the business against European incumbent AKQA, and Agency.com. The win gives the network its first major global win since it was formed by the merger of Modem Media and Publicis Dialog after Publicis Groupe acquired Modem parent Digitas earlier this year.
According to sources, LG is aiming to focus its digital marketing strategies on the larger markets in Asia, such as India, China and Singapore.
The shift follows LG’s decision to appoint BBH to handle global branding, along with indications it may select MindShare as its global media AOR. “We want one single powerful LG brand even though our business itself is multi-faceted and operates in a number of categoriesm” said Sung-Hun Han, head of LG’s global brand marketing.
It is unclear what impact the global media decision will have in China, where new marketing chief KK Ko has begun a review of media buying and planning, currently handled by Dentsu.
GroupM and Zenith will pitch against the incumbent, after Aegis Media, in conjunction with Korean partner ISMG, dropped out.
Meanwhile, it is further believed that LG Electronics will select Y&R to handle global network delivery. The brand has a long relationship with the agency via its LG Ad business in Korea.
According to sources, LG is aiming to focus its digital marketing strategies on the larger markets in Asia, such as India, China and Singapore.
The shift follows LG’s decision to appoint BBH to handle global branding, along with indications it may select MindShare as its global media AOR. “We want one single powerful LG brand even though our business itself is multi-faceted and operates in a number of categoriesm” said Sung-Hun Han, head of LG’s global brand marketing.
It is unclear what impact the global media decision will have in China, where new marketing chief KK Ko has begun a review of media buying and planning, currently handled by Dentsu.
GroupM and Zenith will pitch against the incumbent, after Aegis Media, in conjunction with Korean partner ISMG, dropped out.
Meanwhile, it is further believed that LG Electronics will select Y&R to handle global network delivery. The brand has a long relationship with the agency via its LG Ad business in Korea.
+(900+x+600+px)+(3).png&h=334&w=500&q=100&v=20250320&c=1)
+(900+x+600+px).jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
+(900+x+600+px).png&h=334&w=500&q=100&v=20250320&c=1)
+(900+x+600+px)+(1).png&h=334&w=500&q=100&v=20250320&c=1)
