The company is set to unveil four handsets next month to broaden its portfolio beyond its ultra-premium fashion phones, which include Chocolate, Shine and Prada.
LG intends to back the launches with a year-long campaign in four phases. Each instalment will focus on functionality as well as fashion, representing a change of direction for the firm.
Jeremy Newing, who was appointed head of marketing for LG Mobile UK last week, will oversee the strategy. He joins from Benefon, where he was chief marketing officer. Prior to this he was a regional marketing director at Siemens Mobile.