Mindshare and Kaimera have been appointed the new media agencies for MG Motor Australia after at least one incumbent opted not to re-pitch.
Mindshare will be managing media strategy and buying for MG’s traditional internal combustion engine vehicles, AdNews has confirmed.
Kaimera will focus on the electric vehicle portfolio for the brand owned by SAIC Motor, a Chinese state-owned carmaker based in Shanghai.
Mindshare and Kaimera take the account from a trio of independent incumbents: JOY; Nunn Media; and Thump Media.
Nunn Media and Thump Media opted not to re-pitch for the account.
MG Motor Australia is gearing up for a milestone year in 2025, marked by an ambitious growth strategy.
The brand is set to broaden its vehicle line-up, break into new segments, and debut its new IM marque, moves that signal a stronger push to connect with more Australian drivers, according to an MG Motor Australia spokesperson.
“As we continue our transformation to a leading automotive brand in Australia and adjust our structure to better speak to new audiences, we’ve taken the opportunity to review our media agency arrangements in line with this long-term strategy,” the spokesperson said.
“Following that review, we’ve appointed Mindshare and Kaimera as our new media agency partners. This decision reflects the growing scale and ambition of our business and the evolving complexity of the media landscape.
“We’re grateful to all of our agency partners for the important role they play in helping build the MG Motor brand in Australia.”
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