Worldwide Partners, WE Marketing Group in China Wins MG Brand Account

Release Date: 06/22/2009

Chinese partner of Worldwide Partners Inc (WPI), WE Marketing Group, has been awarded the MG brand building and management account. The agency won the brand management, and above and below the line marketing in a head to head pitch against incumbent Ogilvy China. Ogilvy had held the account since 2005.

WE Marketing Group has won the contract to relaunch the MG brand. SAIC Motor has solid expansion plan in China and overseas markets. For markets outside China, the campaign will start in Birmingham, England, where MG Europe headquarters are still based, despite the foreign takeover. The brand heritage will remain essential to its identity and authenticity will be key to the campaign, which will radiate globally from the UK.

The relaunch will be a gradual process starting at grass roots with dealerships, with the advertising campaign rolling out in quarter four of 2009, continuing into 2010 with the launch of the MG6, an automobile which has already been previewed at automotive shows.

SAIC Motors spokesman said: “We have a great relationship with WE Marketing Group which dates back three years when they were pioneering the brand of Roewe, the first Chinese high-end automotive brand, and their global operations and reach was impressive. They know the market well, and have valuable expertise in automotive marketing. Their ideas and commitment really excited us – we’re really looking forward to seeing their plans for the brand.”

Viveca Chan, chairman and CEO at WE Marketing Group said: “This is a highly significant win for us, and an honour to work with such an esteemed brand on an international scale. We will be utilising the faculties of our international network to provide highest level of service and insight.”