Situation Analysis
Although LGE had the numbers to support global top four status for handset manufacturing and technology leadership, brand perception was low. Burson-Marsteller was tasked to provide tangible support for the firm's worldwide expansion, highlighting 3G technology prowess and overall industry leadership.

Strategy & Implementation
Adopting a Back to Basics approach, the Burson-Marsteller team created a structured LG Mobile brand based on an image of youth, challenge, dynamism and cutting edge technology. Burson-Marsteller also highlighted LG Mobile as a strategic business partner for consumers and service providers, creating a brand separate from that of other LG Electronics sectors and communicating commitment to various markets.

The new brand personality was showcased through LG sponsorship of the best international action sports competition of its kind. LG Mobile invited the top skateboarders, roller bladders and other action sports stars from around the world to regional competitions that culminated in an international tournament with a global grand prize winner. This was in line with LG Mobile's new youthful, head of the pack image.

Burson-Marsteller built on the action sports initiative through proactive media activities with diverse pitch angles across various media categories. Strategic workshops with related LGE divisions honed the necessary skills and interview results improved considerably as a result.

Results
LG Mobile saw widespread global coverage, highlighting the new brand image. The LG Action Sports Championships are now recognized globally as the most important event of the action sports world and the LG Mobile brand has come to be associated with the youth and dynamism of action sports.

Media relations efforts saw fruit in feature articles across six major countries, strengthening LG Mobile's global presence and extensively communicating goals and strategy. The global media adopted the 3G & Technology Leader messages in coverage, significantly raising LGE brand perception.

Coverage notably increased in global media including CNBC, the International Herald Tribune, the Wall Street Journal, the Financial Times and Reuters.