The win comes at a time of intense speculation that the Korean electronics firm wants to review its media roster with a view to using fewer agencies.
Aegis has been briefed to position Shine as a fashion brand targeted at the higher end of the mass market dominated by Nokia. Campaign spend is estimated at US$4 million over six months.
Aegis has been briefed to position Shine as a fashion brand targeted at the higher end of the mass market dominated by Nokia. Campaign spend is estimated at US$4 million over six months.
“It’s a great win and builds on our relationship with LG in Asia-Pacific,” said Will Swayne, regional business director, Aegis Media Hong Kong, who runs the LG account.
Aegis picked up LG’s planning and buying business in Southeast Asia last year, and has since been courting the client for more business.
“We plan to launch a regional campaign next month, focused on search and digital activation,” Swayne added.
The win puts Aegis in a strong position should a global review transpire, rumoured to be before year-end.
The company has also put its global creative up for review, with Publicis, Saatchi & Saatchi and Y&R believed to be involved. According to a source who was involved in the process, the review reflects LG’s increasing desire for a stronger global brand.
“There’s been an influx of non-traditional LG employees - professionals from other categories with more global thinking,” said the source. “But trying to find a global agency without conflict is going to be a huge task.”
