LG has poached Samsung’s head of channel marketing and partnerships to take over its marketing brief and put wheels on its efforts to re-establish itself in the UK.
Carolyn Anderson dubbed her new employer a ‘sleeping giant’ and tipped it to increase advertising, take more risks and a look to partnerships to rebuild its fortunes. She said: ‘I had a great 3 years at Samsung and seen great growth and experienced the Olympics. I want to make a difference. Obviously, I believe in [LG’s] vision and the road map. There are some exciting things being announced at MWC. I firmly believe the products are there and are coming through.’
Anderson said there would be an increase in spending: ‘You will definitely see more advertising than you have previously from LG, though it will not be of Samsung proportions. You don’t need a massive war chest to make a difference. You need to take risks to cut through in what is an incredibly crowded channel.’
Anderson will have a strong focus on convergence around tablets, TVs and mobile. ‘LG is a huge consumer electronics brand and in a very credible position to tell the convergence story. Not everyone is. I can bring experience and learning from Samsung’s progress with the convergence message – what worked, and what didn’t.’
Partnerships with channel partners will be high on the agenda to achieve early wins: ‘People will know that I achieved credible things with Samsung through a partnership approach. I see partnership propositions as a great way to get traction in the short and medium term.
Part of the attraction for Anderson’s switch was hooking up again with Andrew Coughlin, LG’s UK mobile boss, who was previously global account director at Samsung. Coughlin told Mobile: ‘We’re very excited that Carolyn is joining our existing talent pool here. I think her reasons for joining are the same as mine: the desire to make a real difference. There is the opportunity to impact the business and take it somewhere it hasn’t been before.’
Earlier this week, LG gave a glimpse of its Mobile World Congress portfolio, with the announcement of its Optimus L Series II devices. The handsets will hit the UK this spring, with them straddling the lower, middle and upper tiers. LG sold more than 10 million Optimus L series devices during the first 10 months of sale.