BAE Systems picks MPG for global task

BAE Systems has appointed Media Planning Group to handle its global media planning and buying.

The agency won the business after a pitch run through the AAR. Its appointment follows the selection of Rainey Kelly Campbell Roalfe/Y&R to handle creative for the defence and aerospace company.

MPG will handle planning and buying for BAE's corporate activity as well as for its individual units. The bulk of the spend is split between the US and UK.

BAE is looking to refresh its corporate positioning and unite its offerings under one brand identity. A new ad campaign, breaking in the spring, is expected to target both government decision makers and consumers.

The company is part of the European Airbus consortium developing the world's largest passenger plane. It also produces computer systems, the Eurofighter plane, and equipment for commercial ships.