Prior to this launch, Arena Media was only present in Europe and the Americas. According to its new website, it is now present in Australia, China, Taiwan, India and Southeast Asia.
According to well-placed sources, the agency was launched in Asia-Pacific as a conflict agency to handle the recent win of Korean electronics brand LG's media account.
In May, Brand Republic reported that LG had awarded the bulk of its global media account, worth $400 million, to Havas Media Group's Arena Media but had retained incumbent media agency Mindshare in North America.
Havas Media currently handles Philips Electronics in selected markets globally, which would conflict with LG.
Havas Media Group declined to comment.
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