On the win, a source from Group M said, “If we take into consideration the entire traditional and non-traditional media budgets, LG is among our top three clients. Obviously Hindustan Levers is huge, but Pepsi and LG follow with comparable budgets.”

LG, which had already reviewed its public relations and creative accounts last year, has shifted its media account from Initiative Media.

On the major changes in the media and creative accounts in consumer durable industry, the source said, “Well if you are talking about the Korean companies like LG, they have grown very fast in the last few years. As they have expanded in a major way, their needs have also changed considerably. With penetration getting deeper, the media work is not restricted to day-to-day planning and buying. Obviously, the client will go for more effective communication.

“So you have not only witnessed changes in media, it has been in creative and public relations (accounts) as well. Group M’s strength obviously came into picture as the relatively smaller agencies tend to lean on outsourcing. But our strength in terms of size and infrastructure obviously tilts the balance in our favour,” said the Group M senior professional.

A team of 25 is expected to work on the account. “The central marketing team will be based in Delhi but there would be representatives across the various states. The team will be worked out internally (transfers) and also comprising new members on the board,” added the source.

LG Electronics’ creative account is being handled by Ogilvy & Mather and McCann Erickson.

The Korean company’s major overhaul commenced last year with appointment of Hanmer & Partners Communications for the PR account of its consumer electronics and home appliances division and corporate public relations.