LG is giving WPP the flexibility to cherry-pick the team from any of its agencies, which include Hill & Knowlton and Burson-Marsteller, though Ogilvy PR will take the lead role.
A source close to the client said that if the team had to be scaled back due to the recession, the individuals could return to their original agencies.
“This approach only avoids conflict of interest with LG’s direct competitors worldwide,” he said.
LG-One will be based in Seoul, near LG headquarters, and North America, where Ogilvy PR executive Luca Penati will lead the team.
A source close to the client said that if the team had to be scaled back due to the recession, the individuals could return to their original agencies.
“This approach only avoids conflict of interest with LG’s direct competitors worldwide,” he said.
LG-One will be based in Seoul, near LG headquarters, and North America, where Ogilvy PR executive Luca Penati will lead the team.
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