SEOUL — LG Electronics has retained WPP's LG-One unit to handle global PR duties, PRovoke can reveal, following a multi-market review that was conducted remotely over recent months.

The decision extends the LG-One relationship that has been in place since the WPP unit consolidated the business in 2009. Estimated at between $9-15m, including corporate retainer and product duties, the RFP covered LG's key global markets, including the US, UK, Korea, France, Brazil, Thailand and the UAE. Germany and China are not part of the global remit. 

Since winning the business, LG-One — comprised of H+K Strategies and Ogilvy — has successfully defended its grip on the account at every subsequent review during its 11-year tenure. 

LG Electronics global corporate communications head Ken Hong (pictured) told PRovoke that nine PR firms were invited to respond to the RFP, effectively comprising global agencies with a presence in Korea. He did not disclose how many accepted the invitation.

“LG offices across the globe felt that it was more important than ever during these challenging times to work alongside a strategic and stable team that knows our brand inside out,” said Hong. "Having worked with the H+K and Ogilvy LG-One team for 11 years, our network trusted LG-One implicitly to deliver work of the highest quality."

Hong added that the virtual review process was "easier than I thought."  

"A lot of our participants said they learned a lot," he said." "A lot of clients generally don’t like having to work long-distance with their agencies but I think this proves it’s doable." 

While the focus of the PR remit is on corporate communications, local market activity often includes product work. LG's previous goals included the shift towards a lifestyle positioning, but the company is now aiming to be more top of mind in futuretech (including AI and robotics) and more premium.

"After many years of partnership, our LG-One team constantly challenges ourselves to develop new and innovative approaches that will continue to elevate the LG brand," said HS Chung, LG-One client lead and president of H+K Asia. "Winning the repitch and continuing our decade-long relationship is a testament to the shared success we’ve had, both with the client and with the depth of knowledge across the multi-WPP agency group."