Ailing Rover kicks off creative review

The beleaguered British car maker MG Rover is holding talks with agencies as it considers a review of its creative advertising account.

The company, which has already kicked off a review of its £21 million media planning and buying account, is in talks with four creative agencies as it looks to boost its brand profile in the light of dwindling sales figures. Its market share has slumped to 3.16 per cent.

M&C Saatchi was previously the lead shop on the business, which spends around £8 million above the line each year. However, Rover effectively terminated its relationship with the agency in 2002 when it moved most of its advertising in-house to cut costs.

In 2003, the West Midlands-based agency Cogent was selected to handle the launch of its CityRover car.


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