In a major consolidation drive, LG Electronics has moved the creative duties of its home appliances business to Delhi-based Capital Advertising. O&M, Lowe and McCann Erickson had been handling the company’s home appliances portfolio so far.
In a multi agency pitch, which involved Bates and Dentsu as well, Capital Advertising bagged the creative duties for their unique approach. For the record, the agency also handles the creative duties for LG’s CDMA business.
Elucidating the reason for going in for the consolidation process, Girish Bapat, Vice-President, Marketing, LGEIL said, “We decided to take a different approach to the entire category. We wanted to consolidate the business as earlier we were fragmented.”
Capital has got air conditioners and microwave ovens from O&M, refrigerators from Lowe, and washing machines from McCann Erickson.
Though the account size could not be ascertained, Bapat said that a good chunk of their business had gone to Capital. “It is quite substantial,” was all he would reveal.
Capital’s unique approach helped them in winning LG’s home appliances business. Said Bapat, “We liked the overall approach with which Capital approached us. There was an element of freshness in their approach.”
Despite repeated attempts Capital Advertising refused to comment on the development.
LG’s GSM account is being handled by david. McCann Erickson handles the consumer electronics business, while corporate and brand is being handled out of Lowe.