London-based Bartle Bogle, which had emerged from the pack as the expected winner more than a week ago, will create a unified marketing communications across LG's various business units around the globe. Bartle Bogle will also take on lead assignments for LG's global brand "and for most of its product divisions," launching work in spring 2008, LG said in a statement.
LG's core divisions
LG's global brand-and-products business includes four core divisions: mobile communications, digital display (flat-panel TVs and monitors), digital media (computers and peripherals, audio equipment and video players) and digital appliances (air conditioners, washing machines and refrigerators).
The other contenders in the review were Publicis Worldwide, owned by Publicis Groupe, which also has a 49% stake in Bartle Bogle, and Omnicom Group's TBWA and DDB Worldwide. Saatchi & Saatchi was involved at an earlier stage but had a conflict due to its Sony Ericsson business.
A TBWA spokeswoman declined to comment and representatives for Publicis and DDB could not be immediately reached.
"Our goal is to make the strongest connection possible with our business partners and end-user consumers with LG's category-leading products and services," LG's recently named first CMO, Dermot Boden, said in a statement. "I look forward to working with BBH, our new agency partner, to achieve this objective."
Finding help for BBH
As part of its announcement, LG confirmed it is conducting two additional reviews, to hire its first worldwide media agency network and first global digital marketing partner, and is also looking at pairing Bartle Bogle -- which only has six offices around the world -- with a larger global network for local assignments. A decision is expected shortly.
Two Publicis units, Publicis Modem and MediaVest, are believed to be the front-runners in the digital and media reviews, respectively.
Earlier this year, the marketer awarded a global project for its digital display business to a team composed of Agency.com and TBWA.