LG Electronics : advertising & marketing assignments

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Selected LG Electronics advertising

Internationally, LG Electronics is the best known division by far of diversified conglomerate LG Group. Westerners in particular know the company as Korea's #2 electronics manufacturer behind the mighty Samsung, which it followed into global markets in the 1990s, often borrowing its strategy unashamedly from its country-mate. As a result, by the late 1990s, LG had become the global #3 in mobile phones. However, in what was perhaps an ill-timed attempt to stop being seen as a Samsung copyist, it failed to follow its larger rival's determined move into Android-powered smartphones, and paid the price with steep declines in its market share, a misstep from which it has never recovered. Although it keeps a foothold in the smartphone market, it has been entirely eclipsed by low-cost Chinese manufacturers, and the mobile division has been loss-making since mid-2017. The brand ranked #7 by global market share in 2018 with around 3%. Yet the company remains a strong player in global televisions behind Samsung, and offers an extensive range of kitchen and living appliances led by washing machines, refrigerators and air conditioners. High-end appliances TVs and appliances are marketed under the LG Signature banner; ThinkQ is the group's AI system, operating across several types of devices in the portfolio from smartphones to TVs and even fridges. More recently the group has established a presence in automotive components and general business solutions including solar technology and outdoor display signs. Jo Seong-jin is CEO. Revenues for 2018 were around $54.8bn. Home appliances accounted for approx $17.2bn, home entertainment for $14.4bn and mobile devices for $7.1bn. Affiliated company LG Display is the world's leading manufacturer of LCD and OLED display components for TVs, monitors and other screen-based devices. Originally a joint venture with Dutch company Philips it is now wholly controlled by LG. Revenues were $21.7bn in 2018.

Capsule checked 24th April 2019

Which agencies handle advertising for LG? Find out more from the Adbrands Account Assignments database

Who are the competitors of LG? See Consumer Electronics

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Historical profile information for LG Group


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