Rediffusion DYR wins creative duties for LG Electronics

The size of the business is over Rs 150 crore

Rediffusion DYR has bagged the creative duties of LG Electronics in India. The size of the business is estimated to be upwards Rs 150 crore. Lowe India was the incumbent agency. The win comes as a result of LG’s global creative duties shifting to UK based agency Bartle Bogle Hegarty and Young & Rubicam (Y&R) bagging global LG network business in up to 20 markets.

The international pitch for the business was held in December 2007 in LG’s headquarters in Korea and the US. LG India is in the process of transitioning the business from Lowe to Rediffusion DYR. The process is expected to be complete by March 2008.

Rediffusion DYR wins creative duties for LG Electronics

Mahesh Chauhan

Commenting on the development, Mahesh Chauhan, president Rediffusion DYR says, “The new alignment signals a new perspective. The LG business gives a huge impetus to the agency’s operations after Airtel. It is also a tribute to the resurgent Y&R network worldwide. We will focus on pushing the brand up the value chain and re-positioning it as a premium product in terms imagery and perception.”

LG has been an aggressive spender in its category. The above-the-line (ATL) and below-the-line (BTL) advertising proposition for the brand, which was in the ratio of 50:50 last year, is expected to become 65:35 this year. The brand is thus looking to increase its advertising spends further to Rs 200 crore.

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