Digital shops battle for LG launch task
LG Electronics is on the hunt for a digital agency to launch its new Smartphone model across Europe.
The company is in talks with four UK-based digital agencies about
creating a pan-European marketing strategy to include virals, mobile
media and online advertising, with the aim of driving traffic to a
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The campaign will initially run in the UK, France, Germany and
Italy.
A LG spokeswoman confirmed that four London-based digital agencies had
been approached. She added that LG was looking primarily for shops with
strong creative credentials, and that the microsite design may also be
awarded as part of the brief.
The Smartphone is LG's first launch in the UK and has a range of
advanced multimedia features including one-hour video recording, photo
editing and PDA capabilities.
The search comes as LG looks to shift a larger proportion of its
marketing spend online. Earlier this year, it briefed AKQA to create a
web portal promoting its mobile phone range in 20 territories.
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