The electronics giant originally heard pitches for its global mobile phone account and for a wider corporate branding brief. BBH presented on the mobile phone business, but was eventually awarded the combined account.
Sources suggest that a partnership with Publicis Groupe, which holds a 49 per cent stake in BBH, is likely. Under this arrangement, BBH, which has six offices worldwide, would use the network to roll campaigns out globally.
The LG pitch also involved TBWA\Worldwide and Agency.com, Publicis Worldwide and Saatchi & Saatchi, which later pulled out owing to a conflict with Sony Ericsson.
LG is also set to put its pan-European media account, currently held by Starcom, out to pitch.
BBH and LG did not return calls.