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LG Mobile Preps PR Shift to Porter Novelli

Omnicom Firm Expected to Pick Up Global Duties for Korean Phone Marketer After a Review

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Omnicom's Porter Novelli is expected to be awarded global PR duties for LG's Mobile unit, Ad Age has learned.

Seoul-based LG did not immediately respond to a request for comment, while Porter Novelli and the incumbent agency, WPP's Burson-Marsteller, both declined to comment.

Burson-Marsteller won the LG Mobile business only a year ago. The shop remains on the roster, though; earlier this year, Burson snagged the LG Display account from WPP sibling Hill & Knowlton.

The expected selection of Porter Novelli comes on the heels of a series of reviews the marketer has held, including the LG Display pitch and a pitch for the LG Electronics business.

The mobile win is a step in the right direction for Porter Novelli after a tough year. The firm, smaller than siblings Fleishman-Hillard and Ketchum, has cut a number of positions and lost a raft of senior-level talent in the past several months. In October, 20-year client Gillette dealt the shop a blow when it announced it was moving its account to Ketchum. A few months later, former President Julie Winskie departed after 25 years.

Porter Novelli recently brought on two new senior executives, including CMO Michael Goldberg and senior partner Karen van Bergen.

Porter Novelli will probably focus on raising LG Mobile's profile and gaining traction in a highly competitive market where Apple and Samsung claim much of the turf. As of January, LG was the second-biggest U.S. phone manufacturer, after Samsung.

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