Date:05/01/2006 URL: http://www.thehindubusinessline.com/2006/01/05/stories/2006010502500800.htm

Back Lowe to handle LG's consumer electronics, IT business accounts

Our Bureau

New Delhi , Jan. 4

LG Electronics India has consolidated the creative duties for its consumer electronics and IT business with Lowe.

The review was done with an objective of integrating its colour televisions (CTV), flat panel displays (FPDs), audios (DAV) and IT categories.

Earlier, McCann used to handle eighty per cent of the consumer electronics and IT business, which includes DVD, audio, CTV, and IT. And Lowe handled FPDs. The entire business now has been consolidated with Lowe. The consumer electronics and IT advertising account is estimated to be 60 per cent of the overall advertising spends of the company, while the balance is shared between home appliances and GSM business.

The company had earlier consolidated its entire home appliances business with Capital Advertising. Confirming this development, Mr Deba Ghoshal, Head, Product Marketing, LG Electronics, said: "The strategy is to bring a synergy across the consumer electronics category."