The win marks the first home appliance business gain for McCann, which already handes LG's digital appliances business.
The Korean giant has adopted a policy of inviting roster agencies Ogilvy, McCann and Lowe to pitch for each campaign. "We call for a pitch to get the best ideas out of our roster agencies," noted Salil Kapoor, marketing head, LG Electronics.
The company earlier moved its refrigerator brief from Ogilvy to Lowe.
With Lowe now handling refrigerators and McCann managing its washing machines brief, Ogilvy has been left with the company's microwave ovens and air-conditioners business.
LG shuffles brief to hand McCann home appliances
LG Electronics has moved its washing machine business from roster agency Ogilvy & Mather to McCann Erickson.