LG initiates regional media review

Korean consumer electronics giant LG has commenced a regional media review, in a bid to consolidate buying and planning duties with one agency. <BR><BR> Currently handled by a disparate collection of local agencies, it is believed that LG has sent out RFPs to major multinational agency groups, including GroupM, Aegis Media and Starcom. The review includes China, Taiwan, Singapore, Hong Kong, Indonesia, Malaysia, Thailand and Vietnam. Australia is also up for grabs, although this account will only transfer in 2007, after Ikon Communications recently secured the brief from Carat.