LG moves creative account from Bates Taiwan to United Advertising

DraftFCB and Bates Taiwan were also involved in the pitch for the account, which covers LG's white and black goods (TV and audio) and mobile phones.

Bates Taiwan has been working on LG's creative account in Taiwan for two years.

A Taiwan 4A agency head close to the pitch also confirmed that GroupM Taiwan will be handling LG’s media account.

United Advertising, the largest local agency in Taiwan, was purchased about five years ago by Sandra Yu (余湘), who was the chair of GroupM Taiwan for many years.

Earlier this year, LG Taiwan used a Taiwanese actress/model Sonia Sui (隋棠) as its brand ambassador to promote its home appliance products. Sui was the leading actress in a popular TV drama "犀利人妻",  one of the top-rated TV dramas last year.

"However, the campaign was done by Bates Taiwan. I am not sure if United Advertising will keep using her as the brand ambassador," a Taiwanese agency source pointed out.

LG ranked seventh in Campaign Asia-Pacific's 2012 Asia's top 1000 Brands Report, compared to fourth in 2011, whereas its Korean compatriot Samsung was ranked first.