Channelnews : updated: brand exits lg after false marketing fiasco


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In one statement issued by Brand he said: “Our research shows that there are still a great many consumers out there who view the brand as favourable. You have to accept that when you are


selling such a big range as what LG Australia does, that problems will occasionally occur. We are not going to shy away from our responsibilities and as such we have offered compensation to


people affected.” During his rocky career at LG, Brand has overseen a total restructure of their marketing operations in an effort to compete with a surging Samsung.  Early in 2008, Brand


was told by his corporate masters in Korea that he had to appoint WPP group agencies in Australia. This resulted in Mindshare taking responsibility for media planning and buying. George


Patterson Y&R were appointed to  handle above-the-line advertising duties, while Publicis Mojo’s digital arm Publicis Digital, were appointed to manage website and digital marketing. The


global realignment saw Singleton Ogilvy & Mather, which had LG’s account for 10 years, dumped. In December, Brand was forced to dump PR Company Burson Marsteller in favour of a new


agency called LG One, which was run by a consortium between Ogilvy PR Worldwide and Hill and Knowlton. In May 2009 Brand terminated the sponsorship of the Cronulla Sharks. In a statement


issued late today LG said “LG Electronics Australia can confirm David Brand, marketing director, left LG Electronics Australia on July 15th, 2010. In a mutual agreement with the Korean


electronics giant, David’s three-year tenure at LG has concluded after a period of success and growth for all divisions of the company.   “David came on board in 2007 and has had a profound


influence over LG Australia’s marketing activities” said William Cho, Managing Director, LG Electronics Australia. “His efforts to enhance LG’s brand within the local market have been


heavily valued by all parts of the business. We thank David for his hard work and wish him well for his future endeavours.”