“Young & Rubicam are so passionate about our LG brand and truly understand our global positioning in the marketplace. Their energy and commitment to creativity made them a clear and natural partner for LG,” said Dr Michelle Potgieter, national marketing director for LG, South Africa.
Potgieter re-iterated LG's global position in terms of appointing an agency by agreeing with LG's chief marketing officer Dermot Boden: “Y&R's global network perfectly aligns itself with LG, also a global brand; they have proven their capabilities through continuous demonstration, we feel that they have true interaction between all their agencies as well as a consistent creative excellence, which gets great global coverage.
Concluded Behan, “The awarding of this global network assignment is a true reflection of Y&R's creative, strategic and integrated approach to global brands. Our assignment will include all their flagship products campaign work in local markets to support their global branding, as well as the creative assignment in an additional 20 top markets worldwide.”
• Y&R South Africa forms part of the larger Y&R group which has 182 offices spread over 82 countries around the world.
