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