Atomic 212 wins SAIC Motor’s MG creative and media duties

Independent full service agency Atomic 212 will work with Chinese automotive company SAIC Motor’s car brand MG to re-launch and re-brand the product in the Australian market.

As part of the appointment, Atomic 212 will handle all communications, creative, strategy and media buying across the brand.

The agency won the pitch after SAIC Motor established an Australian operation with hopes to expand the business.

Danny Lenartic, SAIC Motor Australia’s marketing and communications senior manager said Atomic 212’s “culture” and “holistic approach” made them a “true partner”.

“We were blown away by their ideas and their can-do attitude. This is an exciting time for our business. We are significantly ramping up our presence in Australia and looking to invest substantially in the brand,” Lenartic said.

Atomic 212’s executive creative director Jonas Lembke said the win as a “testament” the Atomic 212’s “creative media model”.

“We have gone to market as a truly full service agency that combines technology, creative and media under the one roof, and the clients couldn’t be happier,” Lembke said.

“The best part of the appointment is that SAIC has come to us as a partner. We are sitting down and figuring out together how we are going to build this company in the local market. This is the most exciting part – different people from different backgrounds coming together to figure out business problems in a creative way.”

The work for the brand is currently underway with the first creative expected to run in May.


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