LG GSM moves from David to Lowe

LG GSM has moved from David to Lowe. David had been handling the account for the last three years. LG Electronics India is targeting an ad spend of Rs 25-30 crore for its GSM business this year.

Sandeep Tiwari, head, marketing, LG Electronics India, has confirmed this development to agencyfaqs!, thus putting all speculation to rest. Tiwari had earlier given a statement to the media, denying the movement of the account. “But you have to understand that at that point, we were not ready to talk about it because the legalities and paperwork hadn’t been completed,” Tiwari explains.

For the record, Capital Advertising handles LG’s CDMA and Home Appliances business, and Lowe continues to handle consumer electronics, IT and LG Corporate and, now, the newly acquired GSM business. When asked why David was removed from LG’s roster, Tiwari says, “We wanted to consolidate our business with two agencies. Besides, we were looking for a fresher perspective on LG GSM.”

LG Electronics India had called for a creative pitch for the GSM business around March 2006. Both David and Lowe participated. Lowe was awarded the business because it offered a better strategy to take the brand forward in its category.

The media duties for LG’s business were not reviewed and they continue to be with Group M’s Team LG, a separate unit created to service LG as a client.

Tiwari says that the exact media mix for the new campaign is yet to be finalised, although the usual mass media suspects (television, press, outdoor and radio) will figure in it.

LG will soon roll out some new GSM handsets in the market.

© 2006 agencyfaqs!