LG Electronics awards global media business to PHD

LG Electronics has selected Omnicom Media Group’s PHD as its new global media agency, following a competitive review, according to people with knowledge of the matter.

PHD Korea led the pitch for the agency, Campaign US has learned.

Representatives from PHD referred comment to LG Electronics, and the Korean-based tech giant was not immediately available for comment.

R3 Worldwide estimated LG’s global media spend at about $800 million when the review launched this spring.

Havas Media Group served as the incumbent on the LG media account outside the US since 2013. The agency did not participate in this review.

In April, Havas Media Group said: "The relationship between Havas Media Group and LG Electronics has been a long and fruitful one, and one that Havas Media has placed high value in. However, we have made the strategic decision not to take part in the upcoming review."

Horizon Media has been LG Electronic USA’s agency of record for communications planning and paid media since 2016. According to people with knowledge of the matter, Horizon did not retain the business, with PHD taking control of the account in all regions of the world.

Horizon representatives were not immediately available for comment.

Update: 14 November: PHD has provided a statement. The review included Dentsu, Horizon and Carat, and the appointment covers the full portfolio of LG products in over 50 markets, the company said.

A global team of strategy leads will be based in key markets, in addition to a central team managing the business from a global hub in Seoul. LG will continue to use Korean agency HS Ad for local activations.

James Hawkins, CEO of PHD APAC:

We’re delighted to partner with LG on their global media duties. The company is a perfect example of the truly global and iconic brands born out of Asia-Pacific, and we are excited to partner with them on their continued growth and success in over 50 international markets.

Philippa Brown, CEO of PHD Worldwide:

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”.