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International: LG to Pick MindShare for Global Media Account

International: LG to Pick MindShare for Global Media Account

Author | Source: Advertising Age | Thursday, Dec 06,2007 6:16 AM

International: LG to Pick MindShare for Global Media Account

NEW YORK ( -- Electronics-maker LG is expected to pick WPP Group's MindShare to handle its $350 million media account, according to executives familiar with the situation.

LG, which recently consolidated creative duties at Publicis Groupe-backed Bartle Bogle Hegarty, is trying to pair the creative shop with WPP's Y&R as the distribution network for the business, according to these executives. The decisions are the latest in a string of account reviews for LG, which recently named its first chief marketing officer.

Dyson in play?
Adding another wrinkle, the LG win has led Bartle Bogle to split with Dyson, the maker of high-end vacuum cleaners and hand dryers, an account it has handled since 2005.

"The relationship has come to an end as a result of LG," according to an executive familiar with the matter, who called the decision "mutual." Dyson spent $45 million on U.S. measured media in 2006, and $37 million through September 2007, according to TNS Media Intelligence. In the U.K., advertising is done by the marketer in-house.

Spokeswomen for Bartle Bogle and Dyson didn't immediately return calls for comment

Publicis' MediaVest was a contender for media duties, and Publicis Worldwide was said to be one of the final contenders for distribution. Spokespeople for MindShare and MediaVest referred calls to LG, which couldn't be reached for comment.

Representatives for Y&R and Publicis could not be immediately reached.

Overhauled marketing operations
The agency assignments come as LG is overhauling its marketing operations. Earlier this week, the electronics marketer announced it had consolidated creative duties for its global brand-and-product account at Bartle Bogle, which beat out Publicis Worldwide and Omnicom Group's TBWA and DDB Worldwide for the assignment.

LG has also recently created its first CMO position, naming Dermot Boden, who previously ran Pfizer's operations for Asia, to the post. Mr. Boden has been brought in to develop a global-marketing strategy for LG and upgrade its marketing systems, according to published reports.

That leaves digital. A review for LG's first global digital-marketing partner is also under way, with Publicis Modem believed to be the front-runner. Earlier this year, the marketer awarded a global project for its digital-display business to a team composed of and TBWA.

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Contributing: Emma Hall

Tags: e4m

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