LG Electronics appoints The Works for brand communications

Paige Murphy
By Paige Murphy | 6 July 2021

The Works, part of Capgemini, has been appointed by LG Electronics Australia for brand communications across its entire portfolio including home appliances and home entertainment.

“The Works impressed us with their understanding and insights of our key categories, and the creative executions will connect with Australians in a fun and exciting way as we tell the important next phase of the LG story," LG Electronics Australia marketing director Gemma Lemieux says.

The Works is currently developing brand campaigns under LG’s ‘Life’s Good’ marketing platform, for its range of consumer electronics such as televisions, laptops, smart speakers, vacuums, refrigerators, washing machines and dryers.

The integrated campaigns are due to launch later this year.

They will be LG’s first locally produced masterbrand work in more than 10 years and will showcase some of the unique product features LG’s products are known for.

“LG is an iconic global brand and we’re delighted to be given the opportunity to work on developing campaigns that have a distinct Australian outlook," The Works managing partner Kristie Thistlethwaite says.

"Now more than ever we’re looking for products that make our lives at home that little bit easier and LG has an innovative portfolio which does just that.”

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