LG consolidates with Euro RSCG and Starcom

Electronics The Korean group LG Electronics has entrusted Euro RSCG with its entire European advertising budget, winning the tender against Young & Rubicam, Saatchi & Saatchi and Leo Burnett. The London office will take the lead. The new pan-European agency for media planning and buying will be the Publicis subsidiary Starcom. LG Electronics produces cell phones, plasma screens, household appliances and other electronic devices. Until now, the group has operated on a decentralized basis in Europe. The consolidation of the budgets follows the establishment of a European headquarters in the Netherlands last year. By centralizing and strengthening its marketing communication activities, LG Electronics aims to increase the perception and recognition of its brand name.