Pioneer hands £5m UK media planning and buying to MPG

Pioneer 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 £5 million.

Pioneer has previously used Universal McCann Birmingham for its UK planning and buying, but its spend so far this year has been less than £1 million.

It appointed MPG after a pitch process.

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

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

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


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