LG Electronics has appointed Paul Meadows as corporate marketing manager to replace Mark Bernard, who left the company in April.
Meadows, a former Disney and 3 marketer, will oversee the brand’s new strategy, which involves centralising its different departments. His remit will also include all branded sponsorship, planning, online, communications and PR.
He takes over the role imminently and will report to UK and Ireland marketing director Andrew Warner.
His appointment follows a series of sweeping changes at the electronics company. It appointed Warner as UK and Ireland marketing director on June 16, a month after bringing in Jeremy Newing as head of marketing for its mobile division.
In the past, LG has focused advertising on key products such as its flat screen TVs and mobile phones, but it is now shifting to a brand-led strategy. Meadows says he plans to make the business “more brand-driven”.
Meadows was previously European marketing director at Disney ABC International Television, where he oversaw the sales and marketing for the sales arm of all Disney television programmes, including Desperate Housewives.
Prior to that, he was at Samsung, where he worked on the brand’s Chelsea sponsorship. He is a former head of brand communications at 3 and has also worked at Orange.
LG appointed Bartle Bogle Hegarty to handle its £175m global account last December (MW.co.uk, November 23). It also works with Y&R, Publicis Modem and MindShare.