Rover has centralised its pounds 60 million European media account into Zenith Media following a series of pitches.
Zenith, the incumbent on the UK business, pitched against Walker Media in the UK. Carat, which handled some of Rover's European business, did not repitch for the account, but Initiative Media, the other incumbent on the European business, took part in the review.
The review was prompted by BMW's sale of Rover to the Phoenix consortium in May. John Saunders, the marketing director for MG Rover Group, said: 'This appointment is another element in our strategy of consolidation.'
Zenith will take up the reins of the European account in January. Steve King, the chief executive of Zenith Europe, said: 'Having retained Rover Group in the UK for the last 12 years, it is very satisfying to be able to extend our relationship to continental Europe.'