LG Handset Drive Starts With New Mobile Marketing Chief

LG Electronics has appointed Dan Walsh as head of marketing for mobile, ahead of a multimillion-pound drive to promote its latest handset.

Walsh joins LG from Commercial Advantage Consulting, where he was a marketing consultant. He has also held positions at T-Mobile and Orange.

One of his first priorities is to oversee LG's marketing of its Town GT350 handset. The device is the first in a planned series optimised for social networking. A cross-platform campaign promoting the handset breaks tomorrow (Thursday).

Walsh replaces Jeremy Newing, who left LG in September amid a series of high-profile departures from the marketing department. Newing's exit was followed by that of marketing director Andrew Warner, who left to join Expedia after only eight months in the job. Sales and marketing director John Barton and chief operating officer Ward Crawford left the business at the same time.

Following the shake-up, former European marketing director for home entertainment and media at LG, Paul Trueman, was named marketing director, and former Motorola UK chief Jim Michel was drafted in to replace Barton on an interim basis. Crawford is yet to be replaced.

LG has a healthy share of the mobile phone market, but has struggled to compete in the smartphone category. The market is dominated by Nokia, Apple and Research In Motion, maker of the BlackBerry.

In April, LG embarked on an $8m brand overhaul intended to reposition it as consumer-friendly.

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