SAIC appoints Atomic 212° as full-service agency to relaunch classic MG car brand in Australia

MG Image.jpgMG is one of the most iconic car brands in the world, synonymous with good times, tongue- in-cheek advertising and a healthy dose of nostalgia. The brand is set to undergo a massive relaunch and rebrand in the local market, and has brought Atomic 212° on board as its full- service partner.

Atomic 212° is responsible for all communications, including creative, strategy and media buying, from brand to retail, and across all channels, both above and below the line. The appointment represents a true business partnership to relaunch one of the most recognisable and accessible sports cars in the market, and showcases the strength of Atomic's agile creative media model.
Atomic 212° won the competitive pitch after SAIC Motor, the largest automotive company in China and the owner of the famous British-cum-Chinese MG brand, established an Australian operation and set its sights on significant expansion.

Says Danny Lenartic, marketing and communications senior manager, SAIC Motor Australia: "We were looking for a true partner, and Atomic really fit the bill, both in terms of their culture, and their holistic approach to creative, media and everything in between. We were blown away by their ideas and their can-do attitude.

"This is an exciting time for our business. We are significantly ramping up our presence in Australia and looking to invest substantially in the brand."

Work is already underway, with the first creative expected to hit the market in May.

Atomic 212°'s first assignment has been the rollout of the MGGS, but they aren't stopping there, with multiple car launches planned in the near future.

Says Jonas Lembke, executive creative director, Atomic 212°: "As a creative director, to work on a car brand is the holy grail, and to land an account as iconic as MG is a dream come true.

"This win is testament to the agile creative media model we have adopted here at the agency. We have gone to market as a truly full service agency that combines technology, creative and media under the one roof, and the clients couldn't be happier.

"The best part of the appointment is that SAIC has come to us as a partner. We are sitting down and figuring out together how we are going to build this company in the local market. This is the most exciting part - different people from different backgrounds coming together to figure out business problems in a creative way.

"SAIC are doing some amazing things and developing some industry-leading products, and we are thrilled to be working with them as their full-service agency.

"Historically, MG has a reputation for some pretty amazing advertising. The brand has always been known for its fun, cheeky, sometimes controversial approach to marketing, and we hope to continue that tradition in the Australian market." 

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