Following a prolonged pitching process, MG Rover Group has consolidated its £60 million European media planning/buying account with Zenith Media, the jointly owned unit of Publicis and Cordiant.

The review was triggered when BMW sold MG Rover to a management team buyout earlier this year. According to MGR marketing director John Saunders: “This appointment is another element in our strategy of consolidation.”

Said Zenith ceo Steve King: “Having retained Rover Group in the UK for the last twelve years, it is very satisfying to be able to extend our relationship to continental Europe."

Zenith, which drove-off Walker Media and co-incumbent Initiative Media, takes over the business in January. Carat, which also handles part of Rover’s European media business, did not take part in the review.

News Source: CampaignLive (UK)