LG Electronics Canada has ended its five-year relationship with High Road Communications and replaced the Toronto public relations firm with its global PR representative, LG-One.
The move was directed by the South Korea-based company’s global leadership, which was seeking to consolidate PR duties for all its international subsidiaries under the LG-One banner. LG-One is comprised of shops in the WPP network of agencies and will be represented by GCI in Canada.
“We have worked together for close to five years and thoroughly enjoyed our relationship with High Road,” said Frank Lee, senior manager of corporate marketing for LG. “The decision to move to LG One is one mandated through head office.”
High Road Communications, which is part of the Omnicom network, became LG Electronics Canada’s agency of record in May, 2006 and worked on projects for the client’s television, appliance, phone and computer product lines. Among its campaigns was the LG Texting Championship, which awarded prizes to contestants based on the speed and accuracy of their text messaging.
Hugh Scholey, senior vice-president at High Road, said the parting was amicable and although LG was a “significant” client, High Road would not shed any employees as a result of losing the account. He said the agency was, in fact, looking to add staff.
“You can’t say, when you lose a client, that there’s no impact, but I wouldn’t say it’s detrimental to our business,” said Scholey.
LG-One formally takes over PR responsibilities for LG on Feb. 28.
