In a significant development within the automotive marketing sector, Mediaplus has been reappointed to manage MG Motor’s media planning and buying account. 

The decision follows a competitive pitch process understood to have lasted about eight months from its commencement to the final decision. The media account for MG Motor is a valuable piece of business, with an estimated annual billing worth between £7 million and £8 million.

Mediaplus was the incumbent on the MG Motor account. The agency was formerly known as Total Media Group until February of this year. 

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Campaign reports that Mediaplus pitched against three other agencies during this competitive review: Goodstuff, Bountiful Cow, and Anything is Possible. The pitch reportedly involved fewer agencies at the final stage compared to the initial phase; Campaign had previously reported in November of last year that six agencies were initially understood to be pitching for the car brand’s business.

“Retaining a brand like MG is a testament to some of the brilliant work delivered by our teams over the last few years, as well as the strong collaboration and shared vision we’ve built together. We are excited to bring the next phase of MG’s growth to market, watch this space,” said Celine Saturnino, Mediaplus UK CEO.

The reappointment of Mediaplus following a rigorous eight-month pitch underscores the agency’s continued strategic alignment with MG Motor’s objectives and marks a definitive step for the automotive brand’s future media approach.

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Stuart Walker, MG Motor UK and EU marketing director, said: “Mediaplus UK has been our trusted partner since 2021, and we are thrilled to continue building on this successful relationship.

“The automotive market is evolving at pace, for both consumers and brands, so it is Mediaplus’ understanding of human behaviour, alongside their extensive knowledge of the automotive market, coupled with creative innovation, that drove our decision. The next phase of growth for MG is accelerating at pace, and we are looking forward to delivering it in partnership with Mediaplus.”