Lowe bags LG's CE, IT ad account

LG has given its combined advertising account for consumer electronics and IT to Lowe.

LG Electronics India Ltd said on Wednesday that it has given its combined advertising account for consumer electronics (CE) and IT business categories to Lowe after it decided to take a consolidated approach of the two categories.

HT Image

"Looking at a 100 per cent growth target for our flat TV business in 2006, it was imperative to look at a fresh communication approach. The strategic direction and the creative route presented by Lowe was in sync with our requirements for 2006," LG Electronics Business Group Head, Consumer Electronics Amitabh Tiwari said.

As a step towards consolidation, LG Electronics reviewed its CE and IT advertising account with an objective of integrating its Colour Televisions (CTV), Flat Panel Displays (FPD's), Audios (DAV) and IT categories, a company statement said.

Lowe had won the account after McCann did not attempt to present its ideas in the final rounds of presenting an integrated and fresh approach for Consumer Electronics and IT. Earlier, the two firms had been handling different sections of CE and IT business of LG.

The Consumer Electronics and IT Advertising account is estimated to be 60 per cent of the overall advertising spends of the company. Balance is shared between Home Appliances and GSM business.

Recently, LG also consolidated its complete Home Appliances advertising through Capital Advertising.