LG Electronics Inc. (LG), the Korea-based manufacturer behind several of the world’s leading electronics, has named PHD its Global Media Agency of Record following a competitive market review that included Dentsu, Horizon and incumbent Havas. The appointment will see the Omnicom Media Group owned network manage the media planning and buying duties for the full portfolio of LG products across 53 international markets.

Effective from January 2020, PHD will be tasked with supporting LG’s global growth through media, strategy, technology and data expertise. The assignment will see a global team of strategy leads based in key markets, in addition to a central team managing the business from a global hub in Seoul.

The appointment spans all regions, with Australia, Canada, Germany, India, Italy, Mexico, Russia, Spain, UK, USA and Vietnam being amongst the 53 markets.  LG will continue to work with Korean agency HS Ad for local activations.

The win comes just months before PHD completes its third year of operations in Korea. The agency network’s swift growth in size and reputation in that market, as well as its truly networked approach across the globe, were cited as some of the reasons behind its appointment by the company.

Philippa Brown, CEO of PHD Worldwide, added: “Wins like these truly demonstrate PHD’s network capabilities. We are excited to work with LG on fulfilling its vision of becoming a faster and smarter global brand of the future, while seamlessly delivering on its brand promise of “Life’s Good”.