The decision to review stems from the arrival of new LG China marketing chief, KK Ko, who joined the company from Coca-Cola last month (Media, 16 October).
In addition to the incumbent it is thought that the electronics giant has shortlisted two other agencies - Zenith and GroupM - following a credentials phase that included several more contenders.
However, it is also believed that Aegis Media will enter the presentation phase via an alliance with its Korean partner agency ISMG. While the whole business is thought to be up for grabs, the pitch brief focuses on LG’s mobile business.
The review comes as LG’s global creative review continues in Seoul.
