LG develops brand identity

LG Electronics is amid plans of revamping its advertising strategy in a bid to develop a more consistent brand identity.

The technology firm has solicited the help of Y&R, BBH and Publicis to create an ad campaign which will be publicised over the radio, on TV and in the press.

Centred on the Life’s Good strapline, the global campaign, which is being spearheaded by LG’s UK marketing director Andrew Warner, will be rolled out in newspapers such as Metro and London Lite alongside online ads.

The firm’s online ad campaign will include a microsite, which will be designed to interact with consumers using imagery illustrating the central ‘Life is Good’ theme.

Speaking to Precision Marketing, Mr Warner commented: “We are looking at how to improve retention and acquisition and will be focusing on more retention activity in the future, as well as [continuing] to invest heavily in online and digital.”

LG recently unveiled its latest LG-KF900 mobile phone model, which has been developed in conjunction with luxury brand Prada.