|Lora K.||Senior Vice President & Head, Analytics||NY|
Sample of Related Brands
|Angela C.||Director, Business Development||NY|
|Taylor O.||Account Director||NY|
|Frederic B.||Executive Creative Director||NY|
|Eric H.||Director, Organic Media||NY|
Millennial Media Opps: LG Electronics retains PR AOR (Score 32)
Hill+Knowlton Strategies, successfully defended the account against as many as nine opposing shops. LG-One initially won the account in 2009 and successfully defended it in 2016. Keep an eye on this company, because as you know, reviews often follow one another.
In other news, LG promoted Chris Hong to CDO in April and Molly Mandell to head of social media in June. These promoted marketers will likely have an impact on the marketing strategy moving forward.
According to iSpot's estimates, LG spent around $1m on national TV ads for appliances YTD, about double the $556.2k it spent during the same time period of 2019. Full-year spend equaled $8.9m in 2019 and $7m in 2018. LG allocated the majority of the 2019 budget to Q4, so look out for extra TV dollars during the holidays. It mainly targets millennials and Gen-X through this channel with a female skew.
Sellers-- LG only utilizes TV ads for its appliances business at this time, and has been steadily decreasing funds in this channel for several years. It increased digital display spend over the last year, indicating it may be seeing a better ROI through this channel. The company also invests in local marketing methods such as OOH, print and radio ads, per Kantar. LG's top spending period is generally Q4, around the holidays, so keep that in mind as you offer ad space. It has a broad target audience, but it seems to focus on millennials.
Agency & martech readers-- Agency reviews commonly follow one another; pay close attention to this company for the best chance of winning new business. LG named iCrossing takes care of digital .