LG Electronics has dumped Porter Novelli after just one year as their PR agency of choice for their fast growing LG mobile division; the account will revert back to Burson-Marsteller a WPP Company who handled the LG account in Australia for several years.
Also getting a slice of the business is Australia brand PPR which started out as Professional Public Relations, Burson-Marsteller relinquished its hold on the mobile mandate last year. The firm will work with subsidiary agencies PPR in Europe and North of Nine in the US to service the LG account.
PPR was recently set up as a conflict brand PR company by WPP, this allows them to pitch for global business when a sister agency is facing a potential loss.
The move follows a competitive review in Seoul last month, and comes as LG Electronics reviews its global relationship with WPP’s LG-One unit.
LG Electronics global communications head Ken Hong has confirmed the appointment. He has also said that the main part of the LG business spanning consumer electronics and appliances is currently under review.
The overall LG Electronics pitch, involves several LG companies, the agency appointed will handle corporate and product communications for the company’s global programme and key geographic markets including Australia.
A Porter Novelli spokesperson has declined to comment on future arrangements.
The company’s mobile unit overtook HTC last year as the world’s number three smartphone maker, behind Samsung and Apple. LG Mobile’s current market share is 3.6 percent.
The first quarter of 2013 saw LG ship a record number of smartphones, although it is expected to face stiffer competition as rivals launch new models during the remainder of the year.