The account is worth up to $30 million dollars a year. The move comes following the appointment of Paul Jenkins to the Marjeting Director role. He is a former Sony executive. According to Carat insiders the move came as a shock as no pitch was called for the business.
Ikon managing partner Simon White said the agency's experience with Sony, which it lost in a global realignment, had helped it win the account. But he said consumer insight from its Consumer Planning Unit, set up last year, was also a key factor. In Ikon's six-year history, Sony was the only major client above $5 million to part ways with the agency. Paul Reeves the former Marketing Director of LG and the man responsible for the introduction of the LG marketing program "Lifes Good" said "Its a big piece of business and it wll be interesting to see what other changes are set to take place".

In recent weeks there have been several departures from LG including PR and Event executives as well senior management from the air conditioning and computing divisions.