LG looking forward to good life with new ad agencies

By Matthew Henry

SYDNEY: LG Electronics Australia today confirmed local partnerships with its new advertising agencies, which will replace former partners including Singletons the creator of the hugely successful ‘Life’s Good’ brand tagline.

Effective immediately, the three new local agency partners are: Mindshare, of the WPP Communications Group; Y&R Worldwide, also from WPP; and Publicis Digital of the Publicis Mojo Communications Group.

This afternoon’s local announcement is in line with the company’s global agency appointments made public in December 2007.

LG’s new marketing director, David Brand, said the appointments were a global initiative and that LG Australia had enjoyed long-standing relationships with its previous agencies – Singleton Ogilvy & Mather (10 years), BWM (five years) and IKON (two years).

“These agencies have played enormous roles in building the LG brand in Australia, and we appreciate their exceptional work and dedication to LG,” said Brand.

“Singletons in particular should be congratulated for developing the now famous ‘Life’s Good’ slogan, which has been adopted globally.

“Moving forward, we welcome the fresh approach Mindshare, Y&R and Publicis promise to deliver as we enter LG’s second decade in Australia. These agencies offer unique strategies to integrated marketing which we trust will fuel LG’s continued growth.”

The new agencies will together handle the brand’s media strategy, creative development and online marketing.

“We are looking forward to a successful partnership with our new agency partners,” said LG Australia managing director, Daniel Shin.

“As top players in each category, our agency partners will work together on developing a powerful LG brand.”

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