LG Electronics, the consumer electronics brand, has appointed iCrossing its global digital agency of record. The firm will be responsible for LG’s overall global digital strategy, media, creative and the development of search, social and mobile programs.
It was appointed to the account after a competitive pitch against undisclosed agencies. LG will continue to work with Publicis Modem and Mindshare on digital marketing, as well.
The business will be run mainly out of iCrossing’s newly launched office in Seoul, South Korea, and across the network’s 13 global offices.
At the start of this year, LG underwent a major marketing department restructuring, which saw the departure of global marketing chief Dermot Boden. His departure was followed by that of Paul Meadows, head of brand at LG, and Paul Trueman, marketing director of LG Electronic in May.
Hearst Corp. bought iCrossing for a reported $325 million last June.
This story originally appeared on the website of Campaign, sister publication of Direct Marketing News under Haymarket Media.
