Global automotive group SAIC Motor Corporation has announced it has appointed independent agency DEC PR to lead strategic communications for its iconic MG Motor brand in Australia.

DEC PR will be responsible for leading MG’s consumer brand-building activities spanning PR, media, events, social media, influencer marketing, and other below-the-line activities. The agency will also manage corporate communications for SAIC Motor Australia, which was established in September last year.

DEC PR was initially appointed to manage the Australian brand re-launch for MG in late-2016 as a one-off project and successfully defended the account following a highly competitive pitch and procurement process concluding recently.

The agency recently led the launch of the new MG GS.

DEC PR will work closely with Atomic 212°, which was appointed to lead the advertising, creative and media buying activities for MG in April.

SAIC’s senior marketing manager for Australia, Danny Lenartic, said: “In DEC PR, we have appointed an agile agency partner that is hungry to help us grow by connecting us with a new generation of MG fans and customers.

“We’ve worked on several successful programs together so far, and the calibre of DEC PR’s thinking, creativity, flexibility and agency culture has been a standout. It also helps that they’re a bunch of car nuts who can’t wait to jump behind the wheel of our cars at any opportunity.”

DEC PR chief executive Michael Henderson said: “MG is famed for its playful approach to communications and has been making motoring fun for drivers since 1924.