PHD wins global media account for LG Electronics

LG Electronics has named PHD as its global media agency of record, which will see the Omnicom Media Group-owned network manage the media planning and buying for the electronic brand’s full portfolio in 50 markets. The agency’s appointment will come into effect in January 2020.

The market review saw PHD come up against Dentsu, U.S.-based Horizon and Denstu Aegis Network’s Carat.

Amongst the 50 markets, the appointment spans Australia, Canada, Germany, India, Italy, Mexico, Russia, Spain, UK, USA and Vietnam. LG will continue to use Korean agency HS Ad for its local activations.

The appointment will see PHD support LG’s global growth through media, strategy, technology and data expertise. A global team of strategy leads will be appointed in key markets, with a central management team based in Seoul.

James Hawkins, APAC CEO of PHD, said in a statement: “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, 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’.”

In August, PHD won the global media account for short-form video platform Tik Tok. On the local stage, PHD Australia has also racked up Virgin Australia and the AFL’s media accounts this year, and expanded its remit with H&R Block, taking on digital paid, owned and earned services.


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