It’s official: LG Electronics Australia explains the PR change

By Martin Vedris

SYDNEY, NSW: Yesterday Current.com.au published the news that LG Australia will be changing PR firms from next year. In a statement today, LG Australia declared that in line with the company’s global alignment with LG One, effective June 2009, LG Australia will move to the local LG One agency in early 2010.

The company also stated that, LG Electronics chose LG-One, a multi-agency team of WPP companies, to provide global public relations support. The appointment follows a worldwide competitive review and covers corporate and product communications across all five of LG Electronics business divisions. According to LG, the appointment of LG One is part of a continuing consolidation of marketing and communications support for the LG brand.

In the Australian market Ogilvy PR firm, Pulse Communications, will be responsible for creating the LG One business that will service LG Australia’s public relations needs.

David Brand, LG Australia marketing director, said that the Pulse Communications appointment was a global initiative and that LG Australia had enjoyed a long-standing relationship with its current agency, Burson-Marsteller.

“While we had no reason to change, and were more than happy with our long standing relationship with Burson-Marsteller (B-M) it has been agreed at a local and regional level to align with LG’s global public relations partner — LG One,” said Brand.

“B-M and LG Australia have had a very successful relationship, and we appreciate their exceptional work and dedication to LG.

“Moving forward, we are looking forward to developing a strong relationship with LG One in this market and building on the success we have already had in Australia.”

LG One will commence its work for LG Australia at the beginning of February 2010.

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