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CHINA’S biggest vehicle manufacturer has re-powered its MG brand in Australia, relaunching the range under the guidance of Australian agency Atomic 212.

The Sydney-based agency – which looks after clients including AMP, TAB, Origin, NAB and SBS – will handle all communications, creative, strategy and media buying across the brand.

It won the pitch after SAIC Motor established its factory-owned operation in Australia.

SAIC Motor Australia marketing and communications senior manager, Danny Lenartic, said Atomic 212’s “culture” and “holistic approach” made them a “true partner”.

“We were blown away by their ideas and their can-do attitude,” he said.

“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.”

Atomic 212’s executive creative director Jonas Lembke said the win as a “testament” to Atomic 212’s “creative media model”.

“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,” Lembke said.

“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.”

The work for the brand is currently underway with the first creative expected to run in May.

By Neil Dowling

MG GS

Manheim