The announcement comes as a surprise with industry sources expecting LG would align with Publicis Groupe, which has a 49 per cent stake in BBH.
In addition, Y&R will handle creative work in a number of key LG markets around the world.
Announcing the news in a message to Y&R staff, Hamish McLennan, the network's worldwide chief executive, said: "This is a massive piece of business - and the biggest win we've had in years."
In addition, Y&R will handle creative work in a number of key LG markets around the world.
Announcing the news in a message to Y&R staff, Hamish McLennan, the network's worldwide chief executive, said: "This is a massive piece of business - and the biggest win we've had in years."
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