NEWS: Kelly Weedon Shute wins pounds 5m Goldstar UK rebranding task

Kelly Weedon Shute has been awarded the pounds 5 million task of rebranding the Goldstar brand to UK consumers, as part of a worldwide push by the South Korean company, LG Electronics.

Kelly Weedon Shute has been awarded the pounds 5 million task of

rebranding the Goldstar brand to UK consumers, as part of a worldwide

push by the South Korean company, LG Electronics.



A TV campaign is expected at the beginning of next year. It will be

supported by some press work, but the remaining media mix for the

campaign, which will be handled by John Ayling and Associates, has yet

to be decided.



LG’s advertising was previously divided among four agencies, all of

which were invited to pitch. KWS already held the Goldstar business but

the account has been dormant until now.



The brief covers household electrical goods, such as TVs and microwaves,

as well as computers and computer products aimed at home users.



DMB&B won the dollars 40 million corporate account earlier this year.



The cost of rebranding and repackaging the entire Goldstar range as LG

is estimated to be pounds 247.5 million. The Goldstar name will

disappear worldwide by early 1998.



Bob Monk, LG Electronics UK’s marketing manager, said: ‘Goldstar is

relatively well known, but on the consumer side it has a low brand

awareness. We had presentations, and KWS was by far the best.’



News of the campaign follows LG Electronics’ announcement that it is to

invest pounds 1.7 billion in two new component plants in Wales.



James Kelly, KWS’s managing director, said: ‘It’s a massive change for

the brand.’



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