Alcone will seek to raise the Korean mobile company's profile in the UK and increase its market share, which stands at just over 6%.
LG, along with companies such as Samsung and Sony Ericsson, has helped to erode the share of market leader Nokia in the past 18 months. It has used agencies for tactical direct work in the past, but this is the first time it has named an agency of record.
Planned activity includes standalone direct campaigns as well as joint work with operator partners such as 3, T-Mobile and O2. This will include incentive schemes, point-of-sale and in-store activity, and customer communication.
Alcone will develop all direct material to support handset launches such as the C3300 and the C3310, which will shortly be added to its 3G phone portfolio and will be backed with high-profile television campaigns.
Alcone worked on a project basis with LG at the end of last year on its winter ad campaign, which included sponsorship of London landmarks such as the Eros statue in Piccadilly Circus and the ice rink at Marble Arch.
As well as developing the mobile brand's direct activity, the agency is creating tactical press ads and break bumpers for LG's £3.5m sponsorship of ITV's Formula 1 coverage. The Korean firm is using the tie-up as its principal brand platform this year.
LG is understood to have hired Euro RSCG to handle its global advertising following a worldwide pitch for the £27m business. Alcone is expected to work alongside Euro RSCG in the UK once the appointment has been confirmed.
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