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BREAKING NEWS: LG OZ MD Replaced

The Managing Director of LG Australia has exited the Company.

He is set to be replaced by Dan Lim a senior LG executive at the Companies cleaning business factory.

ChannelNews understands that the former MD Youngik Lee was forced to resign when LG Electronics announced a major global shakeup resulting in there being no role for him at the Korean Company.

In his previous role, Mr Lee was part of the RAC Overseas Sales & Marketing at LG HQ in Seoul, Korea.

Last week we exclusively revealed that Angus Jones the former LG Australia Marketing Director had quit the Company.

Insiders still working at the Company claim that Lee had become “Impossible to work with”.

Senior executives at LG Electronics in South Korea have told ChannelNews that the recent “change at the top” could lead to sweeping reforms at the consumer electronics and appliance Company with new marketing initiatives set to be rolled out.

Brian Kwon, who previously headed the company’s mobile and TV businesses, has been appointed to take over the helm of the entire operation.

Pictor shows: Brian Kwon, new CEO LG Electronics

The appointment of Kwon, who is considered a close aide to LG Group chairman Koo Kwang-mo and vice chairman Kwon Young-soo, marks a generation shift for LG Electronics.

In Australia, several senior people have quit the Company because of communication problems with Korean management who they have accused of not understanding the need for “Better and more focused marketing”.

A former senior executive who like Jones threw in the towel at LG said that “LG has great products, what senior Korea appointed management in Australia don’t understand is that they need to invest in local developed creative and not some factory funded advertising based on what works in Asia. Ideally, they need a local Australian MD who can work with a Korean CFO”.

“When LG did invest in local creative the brand was highly successful. When Paul Reeves was Marketing Director the Company produced award-winning marketing that delivered sales results. He created a Life’s Good campaign that seriously hit home”.

“If the new guy Lim operates in the same way as past MD’s the Company will struggle but if the shackles are taken off the brand their products will sell”.

Globally the Company has created a new position of chief strategy officer, to be headed by William Cho, his job is to increase collaboration among its business units and other LG affiliates such as LG Electronics Australia.

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