Korean electronics-maker LG Electronics is expected to recruit WPP Group’s MindShare to handle its global US$350 million media account, according to AdAge in New York.

The decision is the latest in a string of account reviews for the company, which recently appointed its first chief marketing officer, Dermot Boden, who previously ran Pfizer’s operations for Asia.

LG recently consolidated creative duties at Publicis Groupe-backed Bartle Bogle Hegarty, which will now look after the brand’s product and branding account for its four core divisions: mobile communications, digital media, digital appliances and digital display.

According to AdAge however, LG’s US$350 million deal has stolen Bartle Bogle away from vacuum-maker Dyson, an account which has been active since 2005.

“The relationship has come to an end as a result of LG,” an executive familiar with the matter, who called the decision “mutual,” told AdAge.

Dyson spent US$45 million on US measured media in 2006, and US$37 million through September 2007, according to TNS Media Intelligence.

News of this assignment comes amidst a marketing overhaul for LG, which has seen the electronics-maker announce its new CMO, Boden, will develop a global-marketing strategy for the brand and upgrade its marketing systems, according to AdAge.