Mr. Boden, an Irishman, is already working in Asia, where he ran Pfizer's operations for the region. As a non-Korean joining a traditional Korean company that is trying to become a world-class global marketer, Mr. Boden is being brought in as a change agent.
Echoes Haier decison
That may be a growing trend for aspiring Asian global brands. One of China's biggest companies, Haier Group, best known for its appliances, hired an American, Larry Rinaldi, for the new post of global chief brand officer. Mr. Rinaldi was Motorola's Beijing-based VP-chief marketing officer for Asia for several years before starting his own agency in 2005.
In his new job at LG, Mr. Boden's role will include developing a global marketing strategy for LG and upgrading its marketing systems, according to published reports in Korea.
He'll have a new team of agencies to help him. LG is nearing the end of a string of reviews to pick shops for global advertising, digital marketing and media. LG is likely to name Bartle Bogle Hegarty for its $350 million global brand and product account as early as next Monday but may add an international agency network to work with London-based BBH, which has only half a dozen offices around the world.
The other reviews are for a global digital marketing agency, and Publicis Modem is believed to be a frontrunner in that contest. A media review, which is believed to include Publicis' MediaVest, is also underway.
Contributing: Rupal Parekh and Megan McIlroy