Digital shops battle for LG launch task

LG Electronics is on the hunt for a digital agency to launch its new Smartphone model across Europe.

The company is in talks with four UK-based digital agencies about creating a pan-European marketing strategy to include virals, mobile media and online advertising, with the aim of driving traffic to a product microsite that will launch later this year.

The campaign will initially run in the UK, France, Germany and Italy.

A LG spokeswoman confirmed that four London-based digital agencies had been approached. She added that LG was looking primarily for shops with strong creative credentials, and that the microsite design may also be awarded as part of the brief.

The Smartphone is LG's first launch in the UK and has a range of advanced multimedia features including one-hour video recording, photo editing and PDA capabilities.

The search comes as LG looks to shift a larger proportion of its marketing spend online. Earlier this year, it briefed AKQA to create a web portal promoting its mobile phone range in 20 territories.