Rediffusion DYR has won the creative duties of LG Electronics India (LGEIL). The incumbent agency was Lowe India, which had been handling the account since LG’s entry in India. The win comes close on the heels of LG’s global creative duties shifting to UK-based Bartle Bogle Hegarty. Y&R had bagged the global LG network account in up to 20 markets. LG had called for an international pitch in December 2007 at its headquarters in Korea and the US.
LGEIL is one of the biggest ad spenders in the country. The account size is estimated to be worth over Rs 200 crore.
V Ramachandran, Director-Sales and Marketing, LGEIL, said, “The account movement is the result of a global agency realignment. Rediffusion DY&R will look after the creative duties of LG Electronics in India. The contract will be finalised by the end of March, 2008.”
Speaking on the account win, Mahesh Chauhan, President, Rediffusion DY&R, said, “At a fundamental level, brand LG is redefining itself and the scale of operations. The business also gives a huge impetus to our Delhi operations after Airtel. It is also a tribute to the resurgent Y&R network worldwide. The new alignment signals a new perspective.
We will focus on pushing the brand up the value chain and re-positioning it as a premium product in terms of imagery and perception.”