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MAA WORLDWIDE NAMES RECIPIENT OF 2004 INTERNATIONAL MARKETER OF THE YEAR AWARD

Oh Honored During This Year’s Globes Gala

Oct 26, 2004 MIAMI, FL – Mr. Andrew Oh, international marketing manager for Korea-based LG Electronics, was honored here tonight for outstanding service to the international marketing community by the industry’s premier international trade organization, the Marketing Agencies Association Worldwide. The presentation was made at the 2004 GLOBES Awards during the MAA’s 31st annual fall meeting and conference, which took place at The Fairmont Turnberry Isle Hotel.

Mr. Oh is the first Asian – and the youngest person ever -- to receive the MAA’s prestigious award. His most important contribution to the company to date was to build a new and powerful global marketing platform for LG that has since evolved into a global marketing platform for the company.

LG opened its doors in 1958 and was a pioneer in the Korean consumer electronics market. Today it is a major global force in electronics, information and communication products, with more than 64,000 employees in 76 subsidiaries around the world. Annual total revenues are $17 billion. The company comprises three main business units: digital display and media, digital alliances and telecommunication equipment and handsets.

In 2002 senior LG management convened to discuss possible marketing initiatives that would help improve the company’s image with twenty-something consumers on a global basis. While senior managers were considering major sports sponsorships to partner with – such as golf, basketball and soccer, Mr. Oh argued that “Action Sports” – skateboarding, aggressive inline skating, freestyle BMX and Freestyle motorcross – had more potential for LG’s marketing purposes. Action sports – although still in the shadows of those more mainstream sports – is increasingly growing in popularity and marketability. Mr. Oh saw the opportunity to align with this powerful and growing sport to help improve to accomplish LG’s short- and long-term marketing goals.

He convinced management to take the chance and the company subsequently invested in a new action sports sponsorship package called “The LG Action Sports Championships.” The first competition took place in Los Angeles last year. LG carried the concept of the “season-ending championships” across all of its packaging, which was effectively exposed to more than one million people from over 100 countries worldwide. The actual event drew 40,000 spectators and generated $66 million worth of media impressions – 13 times what the company had invested.

LG offices in China, Korea and South Africa are now using action sports as their primary marketing platform, and the company will extend its presence further by sponsoring qualifying action sports events in England, France, Italy, Germany, Spain and Russia next year. Winners will go on to compete in LG’s Action Sports Championships in the USA. Proving its commitment to the sport, LG recently signed a $25 million contract to sponsor the LG Action Sports Championships for the next five years. This represents one of the biggest sponsorship signings in Asian marketing history.

According to MAA Worldwide president Shireen Moore, “Mr. Oh has effectively demonstrated what it takes for one to become not just a good marketer, but a great one who can actually deliver impact on the international level. He succeeded in transforming a minor and rather anonymous sport into one of the most powerful marketing platforms for a global company – and by doing so has significantly contributed to the development of the marketing industry in Asia.”

Mr. Oh got his MBA at Boston University. He has worked as a producer and editor for an NBC affiliate, has received an Emmy award for a Public Service Announcement he produced and has served as a volunteer producer for PCN, the first Christian Satellite broadcasting station in Korea. He also worked for the global advertising department of LG AD, Korea’s second largest ad agency with accounts that included LG Electronics, GM-Daewood, Nike Korea and ING Korea. Mr. Oh’s second passion is music. He plays several musical instruments including drums and saxophone, writes songs and produces for “CCM” (Contemporary Christian Music) and just started Korea’s first hip-hop Christian band called “FGF” (For the Glory of the Father).

“Mere words cannot express what a tremendous honor it is to receive this award from an organization of leading-edge marketing agencies from all over the world,” said Mr. Oh upon receiving his award. The award was presented by Shireen Moore, president of the MAA Worldwide.

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Media contact:
Kerry Smith, The Global Marketer
Smithkes2@aol.com
(203) 324-0645
Amie Smith Hughes (203) 978-1590
MAA Worldwide, Amie.Hughes@maaw.org