LG Electronics, Seoul, is launching a $30 million global branding campaign. Most of the TV and print advertising is focused in France, Germany, Italy, Spain and the U.K. However, about 10% of the money will be spent running the same creative work in a handful of Southeast Asian countries. Early next year, the second stage of the branding campaign will expand the advertising to South America and the Middle East with different creative work. In-house
agency LG Ad is coordinating the effort, but most of the creative work will come from Ogilvy & Mather Worldwide's Duesseldorf office. The ads introduce the company's new slogan, "Digitally yours."
Copyright November 1999, Crain Communications Inc.