LG electronics appoints Phd as global media agency, brief grosses $800m worldwide

LG Electronics Inc. (LG), the Korea-based manufacturer behind several of the world’s leading electronics, has named PHD its Global Media Agency of Record following a competitive market review that included Dentsu, Horizon and Carat. The appointment will see the Omnicom Media Groupowned network manage the media planning and buying duties for the full portfolio of LG products in over 50 international markets. The account spends for the global media brief is estimated to gross over $800million worldwide.

Effective from January 2020, PHD will be tasked with supporting LG’s global growth through media, strategy, technology and data expertise. The assignment will see a global team of strategy leads based in key markets, in addition to a central team managing the business from a global hub in Seoul.

The appointment spans all regions, with Australia, Canada, Germany, India, Italy, Mexico, Russia, Spain, UK, USA and Vietnam being amongst the 50+ markets.  LG will continue to use Korean agency HS Ad for local activations.

Speaking of the win, Dozie Okafor, MD, PHD Nigeria, said: “We are delighted to have LG as part of our clients. LG is a household name in Nigeria and we are looking forward to working with the team to further drive its growth ambition in the Nigerian market as well.”

Philippa Brown, CEO of PHD Worldwide, added: “Wins like these truly demonstrate PHD’s network capabilities. We are excited to work with LG on fulfilling its vision of becoming a faster and smarter global brand of the future, while seamlessly delivering on its brand promise of “Life’s Good”.”

A challenger mindset has been at the heart of PHD since it was founded in London in 1990 as one of the leading media agencies to offer strategic and creative planning. Today, PHD is a challenger brand at scale with over 100 offices in 74 countries, united by a philosophy of Finding a Better Way.

The PHD Nigeria office started in 2010 and serves as a hub for West Africa operations.

Even challenging the usual ways of working, PHD’s gamified operating system connects the network’s 6,000 brilliant minds to deliver innovation and creativity for clients across all traditional and emerging media channels.

According to benchmarking report by The 2019 WARC Media 100, PHD has the most globally awarded offices and is the second most globally awarded network in the world.

As a thought leader in the industry, PHD has published several books, including Merge | The closing gap between technology and us and Overthrow II: 10 strategies from the new wave of challengers.

Part of Omnicom Media Group, PHD benefits from the buying power of the group and the cutting-edge, people-based precision marketing and insights platform Omni.

PHD is today one of the world’s fastest-growing media and communications agency networks and currently holds three Network of the Year 2018 awards from Campaign, Eurobest and Cristal. www.phdmedia.com


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