Executives at LG, which earlier this month had appointed Bartle Bogle Hegarty to handle creative duties, said the new alliance would begin working together immediately in the hopes of launching a new campaign in spring 2008.
"We couldn't be more pleased with our new agency partners," Sung-Hun Han, head of global brand marketing, said in a statement. "As top-notch players in each category, all our agency partners will work together on developing one single powerful LG brand globally."
Hamish McLennan, Y&R Worldwide's CEO, was equally pleased with the new relationship. "I'm delighted to be working with such a powerful brand across so many markets across the world," he said in an interview, noting the "good chemistry" between the two companies.
The four agencies will coordinate their marketing efforts through Dermot Boden, LG's recently appointed CMO.