The business was previously handled in-house and by various digital agencies in different markets, appointed on a local basis.
The account’s consolidation with one agency is believed to stem from LG’s move toward a cohesive digital strategy globally. While the business also encompasses the rest of the world, it is driven out of the Asia-Pacific region.
The pitch was conducted late last year, OgilvyOne and AKQA were also among the shortlisted agencies. Publicis Modem already handled LG’s digital business in China, which the agency won early in 2010.
Jean-Philippe Maheu, the global head of Publicis Modem, congratulated staff on the win, describing it as a total network effort, from both the digital and advertising side of Publicis.
With Publicis as their primary digital agency partner, LG has also selected its internal ad agency HS Ad as their secondary digital agency. LG is committed to have all digital marketing work around the world for corporate, companies and markets be handled by either Publicis Modem or HS Ad, unless neither agencies have presence in a market.
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