LG Electronics has appointed Mustoe Merriman Herring Levy to
develop a new advertising campaign aimed at repositioning it as a 'must
have' brand in the UK.
The South Korean consumer electronics company spent pounds 4 million on
advertising last year through FCA!, but the review springs from its
desire to reposition itself as a brand to compete with the likes of
FCA! has held the account since 1995, but did not repitch due to
conflict with accounts such as Whirlpool following its amalgamation into
parent company Publicis. MindShare, which won the media business in
October 1999, was not affected by the review.
LG Electronics is understood to be increasing its marketing spend in the
next year to pounds 6 million. MMHL is working on a TV, press and poster
campaign due to launch in late spring. It is expected to focus on the
quality and innovation of the company's products rather than the
LG Electronics makes high-tec washing machines, plasma TVs and
internet-connected fridges. Previously known as Lucky Goldstar, the
company relaunched under a new name after suffering at the hands of the
recent economic crisis in the Asia-Pacific region.
Earlier this year, the company ploughed pounds 7 million into a
three-year deal to sponsor Leicester City football club. The new sales
and marketing director, John Lougher, said at the time he was looking to
spend more on sports sponsorship.
No-one from LG Electronics was available for comment. Nick Mustoe,
MMHL's chief executive, refused to comment as Campaign went to press.