DDB threat to Euro over LG phone brief

DDB New Zealand has been appointed to handle the latest campaign for LG Mobile, casting doubt on the handset manufacturer’s relationship with Euro RSCG.

DDB has created the Christmas activity for the company’s Chocolate phone, and is thought to be in line to pick up the £4m campaign to launch LG’s Shine model in the UK early next year.

Euro RSCG has handled the pan-European advertising account for LG Electronics for two years and created the launch advertising for the Chocolate phone earlier this year.

LG Mobile UK head of marketing John Bernard confirms DDB has created the latest campaign, which breaks next week, but declines to comment on the company’s relationship with Euro RSCG. The new work is a television campaign that will run for three weeks in the UK and Germany.

Bernard says: “We have to be seen to support Chocolate more in the UK. We’ve spent more than £3m above-the-line supporting it and we’re running a new creative execution that we’re very happy with produced by DDB.”

DDB is understood to have been appointed following a pitch in South Korea. Bernard could not confirm whether the agency would also produce the marketing activity for the UK launch of Shine, which joins Chocolate in LG’s premium Black Label range in February next year.

Earlier this year, LG launched white and pink versions of Chocolate to capitalise on the handsets popularity (MW August 10). Bernard says LG has sold 4 million Chocolate handsets globally since its launch in May.

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