Consumer electronics is a challenging market segment as it is considered cluttered due to high consumer demand in the category; resultantly OwenKessel's focus will be on ensuring LG's messaging has a strong resonance within the minds of South African consumers.
Commenting on the LG win, OwenKessel's Chief Executive Officer, Felix Kessel says, "LG defines itself with a superior product offering and OwenKessel has been presented with the fantastic opportunity of bringing the functional, emotional and social benefits of those products to life in the lives of their consumers. Only a strong brand with a clear communication strategy from mother brand, through category and down to product will differentiate in the electronics market place and a power global brand like LG with a vast product spread is perfectly positioned to capture the hearts and minds of South Africans. This is exactly the challenge OwenKessel loves, getting down into the trenches with client partners to solve the challenges through the entire value chain. Finding synergy across these levels will unlock the real power of LG's brand in South Africa.".
LG has a strong presence in the global market and is synonymous with quality and performance. The LG team at OwenKessel will align and cement this premium brand image without losing its accessibility as the year's activity rolls out.
Senior Sales Director of LG South Africa, Michael Bruchhausen comments: "OwenKessel was the obvious choice for the account as we are familiar with the quality of their work and we love their passion for understanding the business problems we face and unifying a team around them to help solve them in innovative and relevant ways. This marries beautifully with LG's ambitions in South Africa as it requires this kind of approach to drive home the proud equity of the international LG brand."