BBH rejects LG’s new recipe of constant pitches

Clients are always coming up with new ways to aggravate agencies, one of the most recent being so-called ’tissue’ meetings which so annoy the likes of Bartle Bogle Hegarty’s John Hegarty.

Now BBH has found itself on the wrong end of another client trend, the demand by some clients (in this case its own LG Electronics) to switch from the traditional ‘agency of record’ system to competitive pitches for each new big campaign.

LG says the move is a temporary measure as its new management tries to restore to company, which has seen its share of the mobiles market fall and is struggling with flat flat-screen TV sales, to health.

BBH China boss Arto Hampartsoumian told Ad Age: “We weren’t really aligned with some of the new policies and ways of working.” Arto is clearly a master of understatement.

The change in policy at LG presumably also has something to do do with the departure of long-serving marketing boss Dermot Boden to Citigroup and his replacement by Simon Kang (pictured).

Accounts often switch when a new marketing director arrives of course. But switching to a policy of constant pitches for each new campaign just seems to be an extra headache for both parties.

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