Automotive brand MG Motor has re-appointed Mediaplus to oversee its media planning and buying account, at the conclusion of a competitive pitch process.

According to Campaign, the agency won out against Goodstuff, Bountiful Cow and Anything is Possible in a process that lasted eight months.

The traditionally British, but now Chinese-owned firm’s media account is estimated to be worth around £7 to £8 million in annual billings. The incumbent Mediaplus was known as Total Media Group until February this year.

“Retaining a brand like MG is 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.

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MG Motor appointed London agency Lovegunn as its lead UK creative agency in March last year.

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.”