Tag: LG Electronics

Philippines – LG Electronics has appointed the digital agency DDB Philippines to handle its social and digital communications locally. 

As part of the partnership, DDB Philippines will lead LG Electronics communications strategy for its product portfolio.

The appointment underscores the agency’s expertise, with the new partnership signalling a good start this year for DDB Philippines.

LG Electronics, a major consumer electronics corporation, has a wide range of products spanning home appliances, entertainment, and business solutions. 

“It’s only February, and we’re already setting the pace for what’s to come. Winning another global brand reflects the strength of our people, our creativity, and our deep understanding of brands that make a difference in people’s lives. We’re beyond excited and grateful to work with the brilliant brand team of LG Electronics,” Shackie Caccam, deputy executive creative director of DDB Philippines, said.

“Influencing the course and future of this leading global brand in the Philippines is a dream milestone for us at DDB, and a shoutout to the young team for their hard work and accountability to the craft,” Caccam added.

Seoul, Korea — LG Electronics is set to launch a ‘Boom Boom Pow’ themed global music festival featuring street performers. Dedicated to the Black Eyed Peas hit, the festival will feature artists covering the same song simultaneously across nine countries.

The nine-country festival will showcase diverse street performers, each offering a unique take on the party anthem. Musical visionary Emil Nava, known for his work with artists like Rihanna and Calvin Harris, will direct the event. 

The festival will be powered by the LG XBOOM speaker, showcasing its balanced and crisp sound. LG will livestream the event on Oct. 5 through its Global YouTube channel.

The lineup for LG Boom Boom Pow Festa includes Cafe Con Coco from Spain, The Juans from the Philippines, Canay from Turkey, Alo Band from India, Paxton from South Africa, Lewis Floyd Henry from the United Kingdom, Delacruz from Brazil, We The Lions from Peru, and Rey Flanders from Mexico.

“Music unifies, enriches, and resonates with people no matter where they are from. Dedicating an entire music festival to ‘Boom Boom Pow,’ which is not just a song, but more about breaking boundaries, limits and living in the moment. LG XBOOM amplifies the pulse of music and the thrill of the party to make people feel the power of the music in their lives. And LG’s commitment to spreading positivity based on its philosophy ‘Life’s Good,” is the driving force of why we are doing this festival,” Lee Jeong-seok, head of LG Home Entertainment Company’s audio business, said.

Emil Nava, director at 1stAveMachine, added, “Boom Boom Pow Festa is a festival for the real musicians of the world – the performers who sing in our streets and neighborhoods in everyday life. Getting to highlight not only the musicians but also where they’re from and the communities they represent is something that I am most excited about. I am thrilled to partner and do it all with such an iconic and trusted brand like LG.”

India – dentsu X India has been awarded the digital media mandate for LG Electronics, India’s leading consumer electronics brand. The account was won following a competitive multi-agency pitch and will be serviced from the agency’s New Delhi office.

As per the mandate, dentsu X – the data & tech-driven agency from dentsu India, will cater to a gamut of digital media solutions for the brand. 

It will also offer a comprehensive suite of solutions overseeing online marketing plans across social media platforms, content creation, influencer marketing, media planning and buying, analytics, and full-funnel management for LG Electronics’ B2B segment and B2C website.

This partnership underscores dentsu X’s commitment to upholding the brand’s philosophy of transparency and integrity. The agency will play an instrumental role in amplifying and expanding the brand’s digital footprint with innovative and engaging brand strategies. 

Leveraging its expertise in media, tech, data, and content, dentsu X aims to deliver transformative digital-first experiences, driving business growth and solidifying LG Electronics’ leadership in the consumer electronic industry.

Commenting on the partnership, Jose Leon, CEO at dentsu X India said, “We are thrilled to welcome LG Electronics onboard. This strategic win aligns perfectly with dentsu X’s digital-first and data-driven approach. Our objective is to enhance LG’s digital presence through cutting-edge strategies, driving growth and reinforcing its leadership in the consumer electronics industry.”

Meanwhile, Anita Kotwani, CEO of media for South Asia at dentsu added, “We are excited to join forces with LG Electronics, a leader in the Consumer Electronics industry. LG’s blend of contemporary innovation and authentic approach, along with its evolving core philosophies, aligns seamlessly with dentsu X’s goal of creating transformative brand experiences. Our commitment to driving revenue growth through distinctive data-driven and consumer-centric strategies will add significant value to LG Electronics. We are confident that our digital solutions will support them in achieving its business objectives and further strengthen its industry leadership.”

Lastly, Jae Hyung Jun, head of corporate marketing at LG Electronics India commented, “We are thrilled to partner with dentsu X as we elevate our digital presence. With dentsu X’s innovative approach and deep understanding of the digital landscape, we are confident this collaboration will further strengthen LG’s connect with our customers across digital platforms. We look forward to leveraging their expertise to enhance brand engagement and drive impactful results for LG India.”

Seoul, South Korea – LG Electronics (LG) has launched its latest global campaign called ‘Optimism Your Feed’ which helps bring more balance to social media feeds with positive social media content. 

The ‘Optimism Your Feed’ campaign is influenced by LG’s global survey, which showed that one in four respondents (28 percent) claimed negative content on their social media feeds has increased their anxiety, and one in five (20 percent) said it has made them unhappy. Other studies also suggest that algorithms often promote negative and niche conversations.

The survey sought to understand the triggers that affect how algorithms work and how to increase your feed’s positive content. 

Seeking to do something about the results of the survey, LG unveiled its new campaign, which aims to help users bring more optimism to their social media experience by inviting them to proactively engage with positive and inspiring content on their feeds.

Collaborating with globally renowned influencers such as Tina Choi, Victoria Browne, and Josh Harmon, who are celebrated for their positive influence, LG’s ‘Optimism Your Feed’ campaign featured a playlist of over 20 short-form videos that span from motivational to feel-good content. When interacted with, the ‘Optimism Your Feed’ playlist will pull more optimistic content into your feed. 

Additionally, LG is also consulting with social media experts, including Professor Casey Fiesler, an information scientist and technology ethicist with a PhD in human-centred computing. Fiesler researches and teaches in the areas of technology ethics, internet policy, and online communities, and has published on topics such as social media content moderation and recommender systems. She also educates the public on these topics as a content creator. 

‘Optimism Your Feed’ is a key component of LG’s global ‘Life’s Good’ campaign, launched last year to inspire and encourage a more optimistic approach to life. This global playlist and campaign by LG enable users to encounter more positive and uplifting content on their social media feeds. By consciously choosing to engage with positive material, we can cultivate greater optimism, balance, and happiness in our lives.

Fiesler explained, “Recommendation algorithms determine what we see on social media by predicting what content we are likely to engage with. These algorithms can therefore send us down ever more specific niches – for good and for bad. Research has shown that left unchecked, users can go down negative rabbit holes and encounter harmful content quite quickly. One of our first lines of defense needs to be improving our digital literacy, and paying more attention to how algorithms influence our online experiences. And the good news is that we do have some control over the input for these algorithmic predictions; if we choose to engage with optimistic content, there’s a good possibility we will see more of it.”

Meanwhile, Kim Hyo-eun, vice president and head of the brand management division at LG, said, “As a customer-focused brand, LG is a passionate champion of optimism. We aim to create positive changes in people’s lives by being intentional with our positive activities both online and in the real world. In the AI era, LG remains committed to our unwavering promise of ‘Life’s Good.’ We will continue to enhance our customers’ lives with a human-centric approach, fostering hope for a better future.”

Victoria Browne, a global influencer and TEDx Talk speaker, also shared, “The algorithms on our social channel can have a big impact on the content we see online, which impacts our mental health. That’s why I’m passionate about ‘Optimism your feed’, and I hope that people use this playlist as a foundation to retrain their algorithm and encourage positivity in all aspects of their lives. So much of the stigma and difficulty of tackling mental health is that it is unseen. With this campaign, we are saying you should reach out to your friends, and that we can help each other. Our algorithm should recommend content that makes us feel more connected to people, not less.”

Seoul, South Korea – Electronics company LG Electronics has appointed Hyoeun Kim, former vice president of beauty brand Olay for China, to be its new vice president for its LG Electronics Marketing Center.

Kim brings with her 22 years of experience in consumer goods corporation Procter & Gamble (P&G). She began her career with P&G in 1999 and developed her brand-building expertise in multiple geographies, including China, the USA, Singapore, and Japan, as well as Korea. Kim has gained experience working across eight different brands of the global FMCG giant, namely Olay, SKII, Head & Shoulders, Swisse Vitamin, and Wella.

In 2016, Kim joined Olay China and was credited with their business turnaround by renewing the premium product innovation and reshaping the brand proposition, and transforming the brand into a high growth player in the category. Kim was also behind the brand’s award-winning ‘Fearless of Age’ campaign, alongside creative partner Grey Hong Kong.

Commenting on her new role, Kim said, “I am now ready to take on a new challenge and looking forward to working with a world-renowned, premier Korean brand – LG Electronics. It is an honor for me to be a part of this journey.”