LG Electronics has
consolidated the creative duties for its consumer electronics and IT business with Lowe.
The review was done with the objective of integrating its colour television (CTV), flat panel display (FPD), audio (DAV) and IT categories.
The size of the consumer electronics and IT account is around Rs 50 crore, which is estimated to be around 60 per cent of the overall advertising spend of LG Electronics. The rest of the amount is spent on home appliances and the GSM business.
"We are looking at a 100 per cent growth target for our flat TV business in 2006, so it was imperative to look at a fresh communication approach. The strategic direction and the creative route presented by Lowe were in sync with our requirements for 2006," says Amitabh Tiwari, business group head, consumer electronics, LG Electronics.
McCann-Erickson was also invited for the pitch, but it did not participate in the final pitch.
Earlier, McCann used to handle 80 per cent of the consumer electronics and IT business, which includes DVDs, audios, CTVs and IT, while Lowe handled the FPDs. But now the entire business has been consolidated with Lowe.
This is similar to the LG strategy in which it consolidated its entire home appliances business with Capital Advertising.
The media duties continue to be with Group M's Team LG.
Deba Ghoshal, head, brand management and product planning, LG Electronics, says, "The strategy is to bring about a synergy across the consumer electronics category. We will have separate advertising focusing on each product in the category, but the positioning will be such that it will highlight a common link."
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