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Korean conglomerate LG Group in August breaks an estimated $30 million global branding effort that portrays the company as a gentle giant.

Ads from D'Arcy Masius Benton & Bowles, New York, depict the $73 billion business-involved in semiconductors, electronics, chemicals and telecommunications-as a caring, peoplefocused company.

LG is not well known globally, even though it's the third-largest company in South Korea, behind Samsung Group and Hyundai Corp.

"It's a very unknown brand," said Chris Ang, worldwide account director at DMB&B.

The corporate name is relatively new, dating from 1995 when Lucky-Goldstar was rechristened LG Group.


In late 1995, LG Electronics invested in U.S.-based Zenith Electronics Corp. and now controls 55% of the TV set maker. Earlier this year, Zenith introduced a brand campaign and new logo, via Bagby & Co., Chicago.

DMB&B's Mr. Ang said LG, with offices in more than 120 countries, has only recently increased global marketing efforts in order to compete "against other global brands, like General Electric and Philips."

The first TV spot in the LG campaign will air on CNBC, CNN and BBC World globally. Print ads will run in publications worldwide.

The campaign highlights LG partnerships with local companies, with the first commercial showing how technology fits into, and betters, everyday life in Vietnam.

The campaign's tagline is "We put people first."

"The campaign is about people and examples of LG helping people around the world," said Stephanie Marx, an account director on LG at DMB&B.

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