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LG taps TBWA to handle South Korea creative biz

By Published on .

[Seoul, South Korea] LG Group has appointed TBWA Worldwide, Seoul, South Korea, to handle the creative and promotion business in South Korea for two LG Electronics brands. When WPP Group bought LG Electronics' house agency in 2002, the deal included a guarantee that LG Electronics' business remain at LG for three years through the end of 2005, a common practice in Korea. Although the TBWA win is small-about $12 million for X-Canvas high-definition TV sets and $3 million for Flatron computer monitors-the move is significant because TBWA beat incumbent LG in a pitch. Another WPP agency, Diamond Ad, also participated. LG Ad keeps media planning and buying.
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