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LG Display Shifts Global PR Account To Burson-Marsteller

Asia Pacific, Global

Arun Sudhaman 16 Jan 2012

SEOUL--Korea’s LG Display, the LG Group unit that is the world’s largest LCD maker, has shifted its global PR account to Burson-Marsteller following a review.

The decision comes one year after the company appointed Hill & Knowlton to the business, worth around $300,000. It is understood that H&K defended its brief in a recent pitch. LG Display PR manager Jean Lee said that the B-M contract would last until the end of the year, “unless B-M fails LG Display’s expectations.”

The account will be led by B-M’s Korean office, which also handles LG Mobile. The firm won the latter account in a pitch last year against LG-One, the combined Ogilvy PR/Hill & Knowlton team that won LG Electronics’ global corporate PR activity in 2009.

B-M’s responsibilities on LG Display are expected to include strategic messaging, campaign planning and corporate and product comms execution, and will utilise the WPP firm’s global network.

LG attracted plenty of attention at last week’s Consumer Electronics Show in Las Vegas, where its new razor-thin TV was crowned best gadget by tech website CNET. The company has also faced its share of industrial unrest, with thousands of workers striking at one of its Chinese factories last year.

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