Pioneer appoints Media Planning Group to plasma work

LONDON - Pioneer, the electronics company, has appointed Media Planning Group to handle its UK media planning and buying account.

MPG's first task is to handle the launch of Pioneer's latest range of plasma televisions with a multimedia campaign running across the autumn. The agency claimed the campaign spend will be £5m.

Pioneer has previously used Universal McCann Birmingham for its UK planning and buying, but its spend so far this year has been under £1m. It appointed MPG after a pitch process.

Heidi Johnson-Cash, marketing manager of Pioneer GB, said: "MPG is keen and knowledgeable. Its media plans are innovative and we are looking forward to working with the agency."

Creative executions for the plasma campaign will be adapted in-house from overseas work.

Japan-based Pioneer makes electronics products covering in-car, hi-fi, DVD, televisions, and computer and business.

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