LG’s global media AOR shifts to Omnicom-owned PHD

PHD has won the global media AOR mandate for Korean electronics goods company LG. Among the agencies in the fray for the business were Dentsu, Horizon and Carat. The incumbent Havas chose to not participate in the pitch. 

The account was estimated to be worth $800 million in media spend according to R3. The Omnicom Media Group owned network will manage media planning and buying across LG’s portfolio of products in over 50 markets including Australia, Canada, Germany, India, Italy, Mexico, Russia, Spain, UK, USA and Vietnam.  

The account will be handled by a global team of strategy leads in key markets, in addition to a central team managing the business from a Seoul-based global hub. 

PHD Asia-Pacific CEO James Hawkins said: “We are delighted to partner with LG on their global media duties.

“The company is a perfect example of the truly global and iconic brands born out of Asia-Pacific, and we are excited to partner with them on their continued growth and success in over 50 international markets.”  

PHD Worldwide CEO Philippa Brown added: “Wins like these truly demonstrate PHD’s network capabilities. We are excited to work with LG on fulfilling its vision of becoming a faster and smarter global brand of the future, while seamlessly delivering on its brand promise of ‘Life’s Good’.”


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