The agencies competing for the business have never previously worked with LG, indicating the company's desire to take a new direction with its advertising.
The shortlist includes: Bartle Bogle Hegarty's London office; Omnicom Group-owned DDB Worldwide; and a joint team made up of Agency.com and TBWA\Worldwide, also from Omnicom.
The remaining two agencies are Publicis Groupe's Saatchi & Saatchi Worldwide and Publicis Worldwide.
The global review does not include several incumbents on LG's roster, such as WPP Group's Y&R and Havas' Euro RSCG Worldwide. Euro RSCG handles creative duties for LG in the UK.
DDB and BBH are only pitching for LG's mobile-communications business, one of four main divisions in play, while the other three contenders are pitching for the company's umbrella brand account and all four divisions.
LG's remaining divisions are digital display, digital media and digital appliances. LG manufactures a range of products including flat-screen TVs, washing machines, refrigerators and sat-nav systems.
The review, which does not include media duties, will be led by Sung-Hun Han, LG Electronics Seoul-based global head of brand marketing.
He said: "We are delighted to have such a strong field of agencies involved in this competition. Based on our initial briefings and engagement, we look forward to strong thinking as well as inspired creative work from all the agencies."
The move follows a number of changes to LG's agency arrangements in 2007. In July, LG hired Exposure to create an experimental marketing campaign in five markets, and earlier in the year, the company appointed AKQA to design a web portal aimed at 20 markets.
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