PHD will be responsible for media planning and buying in over 50 global markets 


Dubai | 14 November, 2019 – LG Electronics Inc. (LG), the Korea-based manufacturer behind several of the world’s leading electronics, has named PHD its Global Media Agency of Record following a competitive market review that included Dentsu, Horizon and Carat. The appointment will see the Omnicom Media Group owned network manage the media planning and buying duties for the full portfolio of LG products in over 50 international markets.

LG Electronics (PRNewsFoto/LG Electronics USA, Inc.)

Effective from January 2020, PHD will be tasked with supporting LG’s global growth through media, strategy, technology and data expertise. The assignment will see a global team of strategy leads based in key markets, in addition to a central team managing the business from a global hub in Seoul. 

The appointment spans all regions, with Australia, Canada, Germany, India, Italy, Mexico, Russia, Spain, UK, USA and Vietnam being amongst the 50+ markets.  LG will continue to use Korean agency HS Ad for local activations. 

“This is a fantastic achievement for the network, and we are thrilled to lead the brand in the EMEA region,” commented Luca Allam, Managing Director of PHD UAE. “After winning ‘The Most Effective Media Agency Office of the Year’ at the MENA Effies last week, validating our courage to challenge the status quo and creatively push the boundaries, we are excited to apply these same principles of effectiveness to the LG Electronics business and to make a meaningful difference.”

Philippa Brown, CEO of PHD Worldwide, added: “Wins like these truly demonstrate PHD’s network capabilities. We are excited to work with LG on fulfilling its vision of becoming a faster and smarter global brand of the future, while seamlessly delivering on its brand promise of “Life’s Good”.”