“Consumer electronics giant LG has handed its multimillion-pound global PR account to a new bespoke agency unit created by WPP Group.
“LG’s Seoul-based global comms director Ken Hong told PRWeek that the unit, called LG-One, would comprise a multi-agency team of WPP companies, led by new appointment Luca Penati.
“While Hong declined to name the WPP agencies involved, it is expected elements from the holding company’s three PR networks – Ogilvy PR, Hill & Knowlton and Burson-Marsteller – will share the business”.
They are even calling it an agency again. Admittedly LG-One is not quite as pretentious as Enfatico who promised to ‘blow-up preconceptions’, ‘build something that’s never existed before’, be a ‘global agency’, ‘designed from the ground up to create value for our clients’, just before they collapsed. And a quick search reveals no grandiose web site so maybe feet are a little more planted, but guys, IT IS NOT AN AGENCY. BM, H&K and Ogilvy are all agencies with vibrant cultures, distinct ways of working, long heritage, great stories, rewarding career paths and much more. LG-One is just a billing mechanism to avoid client conflcit so stop calling it anything else please.