SHANGHAI: TBWA Lee Davis China has snatched the LG Electronics
brief from Leo Burnett in a four-way pitch to find an agency to handle
the launch of its high-tech digital technology television products.
Fellow Omnicom agency Optimum Media Direction won the media
assignment.
No billings figures were revealed. Last year, ACNielsen put its
marketing communications spend at just over US$4 million.
TBWA Greater China chairman Andrew Lee said the agency formulated a
comprehensive promotional strategy which would include TVCs and outdoor
executions.
The campaign is expected to roll out at the beginning of next year. "The
new campaigns will position LG as a producer of high-tech products
targeted at the high income segment," Lee said.
