BrandBuzz had been agency of record of LG Electronics in the U.S. Strategy and execution for all brand-marketing and product divisions of LG Electronics in North America will now be handled by the agency.
Omnicom Group's Merkley & Partners was the other finalist in a review of the business.
BrandBuzz parent WPP had bought a 49% stake in LG Ad, the marketer's in-house agency, with an agreement that LG's business would stay at the shop for three years until the end of 2006. LG had already moved some of its work out of its internal agency. A small portion of it moved in January when the company appointed Omnicom's TBWA Worldwide, Seoul, to handle creative and promotion business in South Korea for two brands -- X-Canvas high-definition TV sets and Flatron computer monitors.
LG has carefully expanded its North American brand presence in stages with mobile phones in 1998, premier home appliances in 2000 and display products in 2003. Revenue jumped from $5.6 billion in 2003 to about $9 billion last year.
Separately, LG Electronics USA selected Xtential for online marketing activities.