LG Electronics MEA appoints Polaris as GCC PR agency

Part of The Team Holding Group (THG), Polaris will provide communications support for the LG brand across the Gulf from its Dubai headquarters and supporting network offices, and also perform a lead agency function for the wider region, coordinating with LGE's partner agencies in Turkey, Iran, Pakistan, the Levant, and Africa.

Polaris will work closely with LGE's retained advertising agency for the Middle East, fellow THG member TEAM/Young & Rubicam, and the obvious synergy between the two companies was a significant factor in Polaris PR's appointment.

'We're delighted to join hands with Polaris and look forward to a highly constructive and creative partnership,' said Hamad M. Malik, Senior Regional Marketing Manager, Marketing and Corporate Communications, LGE Middle East and Africa Operations. 'Penetrative, on-message communications play a critical role in bringing the LG brand to life for customers in the region, and they depend on quality consultancy.'

Joseph Ghossoub, Chairman of Polaris Public Relations, said: 'This is an important milestone for Polaris and the THG group. Polaris PR's integrated approach will add value to LG's ongoing brand building efforts in the region, and support its ambitious strategy of raising the bar for product quality, sophistication, choice and customer service.'

LG's marketing efforts have scaled new heights in recent months with the company reinforcing its position in the MEA market as both an innovation leader and premium digital brand. Last month, LGE announced breaking the US$1.5 billion sales barrier in 2003, recording a sales increase for the year of more than 30 per cent.

Established in 1998, Dubai-based Polaris has grown into a leading public relations consultancy supported by a strong regional network of offices. Key retainer and project clients include a mix of local, regional and blue chip business. The agency's client portfolio includes Lufthansa, Caltex, Energizer Middle East, Easa Saleh Al Gurg Group, Al-Watania Poultry, and Bank of Sharjah.