JPR, which won the work after a two-week pitch against undisclosed agencies, will aim to build awareness of the 3G brand in the UK.
Hutchison 3G is currently trialling 1,000 NEC handsets. The long-awaited mass market rollout is expected in the early part of next year.
JPR managing director Matthew Wood heads a seven-strong account team, reporting to Hutchison 3G comms director Lisa Tomkies.
Wood did not disclose what messages the campaign would drive home, saying only that the PR side would 'support other marketing activity and add to it, where possible.'
Hutchison 3G director of external relations Matt Peacock said: 'Consumer PR is a core element of the marketing mix as we are attempting to create a mass-market product.'
Describing 3G, he said it 'combines the best of the internet and mobile telephony in the palm of your hand'.
Peacock quit AOL to join Hutchison two months ago (PRWeek, 13 September).
At AOL he worked with JPR on the main AOL and Netscape Online PR accounts.
