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LG Home Appliances moves to Capital Advertising

By , agencyfaqs! | In Advertising | November 11, 2005
O&M, Lowe and McCann lose in account consolidation at South Korean durables major


There has been a major movement in Delhi's advertising firmament. The creative duties for LG Electronics' household home appliances business has moved to Capital Advertising. Industry sources peg the size of the business at around Rs 18-20 crore.

The Delhi-based ad agency, which already handles the creative for LG's CDMA business, has got its fresh booty at the cost of O&M, Lowe and McCann Erickson.

Girish Bapat, head of marketing, LG, says, "We were looking for consolidating the entire home appliances business with one agency. Among the agencies that participated in the pitch, we liked Capital's idea because of its fresh approach."

About half a dozen agencies had been invited to pitch as LG attempted to consolidate its business within its club agencies. Bates and Dentsu were the other agencies that made their pitch.

Capital has got air conditioners and microwave ovens business from O&M; refrigerators from Lowe; and washing machines from McCann Erickson.

In fact, Capital has already worked on LG microwave ovens and refrigerators. In 2001, the refrigerator business had moved to Capital from Lowe (then Lowe Lintas).

The washing machine business was with Lowe in 2001. From Lowe, the business moved to O&M, and then to McCann Erickson in 2004. And now finally it is with Capital.

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