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LG to launch new GSM phones; creative duties to move to Innocean
LG has called a creative pitch for its mobile business. It is looking for a fresh perspective to position this burgeoning business and is looking forward to working with a new agency
In June 2006, the LG GSM mobile phone business moved from David to Lowe as the company attempted to consolidate all its brands with two agencies, Lowe and Capital. Six months down the line, the LG mobile phone story is witnessing a new twist, for now, the business is slated to move to Innocean, Hyundai’s inhouse agency. The official documents haven’t been signed as yet, but sources close to the development have confirmed to agencyfaqs! that the business is on its way out of Lowe and heading towards Innocean.
When agencyfaqs! contacted Sandeep Tiwari, head of marketing, LGEIL, he confirmed that the creative duties for the GSM mobile phones business had been under review for the last few months, and the race was now between two agencies, Lowe and Innocean. While Lowe had participated in the pitch to retain the business, Innocean, a new agency, had also been called to pitch for the business.
“We are looking forward to working with an agency we have never worked with in the past,” Tiwari told agencyfaqs!.
Tiwari clarified that no final decision had been taken on the agencies and both were still being evaluated.
The estimates of advertising spend on the business go up to Rs 40 crore.
Lowe will continue handling the other LG businesses such as consumer electronics, IT and LG Corporate. Meanwhile, the LG CDMA phone business will continue to be in Capital’s kitty, another agency on LG’s roster. The media duties for LG’s business were not reviewed; they continue to be with Group M’s Team LG, a separate unit created to service LG as a client.
© 2007 agencyfaqs!