afaqs!

LG calls for pitch, McCann in fray

By , agencyfaqs! | In | December 29, 2000
Unconfirmed reports suggest that consumer durables major LG India has invited agencies to pitch for its Rs 80-crore account

agencyfaqs! News Bureau
NEW DELHI, December 28

According to unconfirmed reports, Korean consumer durables major LG India Ltd has put its Rs 80-crore advertising account up for review. Despite the hush-hush atmosphere surrounding the development, agencyfaqs! has gathered that McCann-Erickson is one of the contenders, although one source insists that "there are only two agencies in the race" - the other being incumbent Lowe Lintas.

In an attempt to get an official confirmation, agencyfaqs! tried to get in touch with LG, but no information was forthcoming. While Ajay Kapila, vice-president, marketing, LG India, was not available for comment, another senior executive at LG termed the report "baseless". "It's not true, we have not called for any pitch," he added hastily. Sources at McCann too remained tightlipped.

The general speculation in the industry is that LG might be reconsidering its agency because it hasn't had a phenomenal year, at least in CTVs. For one, archrival Samsung is still ahead, and LG has failed to make fresh inroads into the CTV market. Though, of course, sources close to LG maintain that in white goods, the company has "creamed the competition".

Another segment of opinion believes that McCann is being entertained as it was the one responsible for successfully "putting LG on the phenomenally popular Kaun Banega Crorepati". The fact that McCann is possibly the only agency pitching, adds weight to this theory.

© 2000 agencyfaqs!