Room 251 in line to win MG account

Room 251, a new agency backed by Cogent Elliott founder Bill Husselby, is thought to be close to winning the UK advertising account for MG.

Nanjing Automobile Corporation (UK), which bought the MG marque for £53m in 2005, began a pitch for the multi-million-pound account in January (MW January 11). It is understood to be in "final negotiations" with Room 251, which pitched against MG Rover incumbent St Luke’s and an undisclosed agency.

A spokesman for Nanjing denies a decision has been made, while Husselby has declined to comment on the pitch. He does, however, admit that he will back the new agency should it get off the ground. Cogent Elliot already works with car marques Jaguar and Land Rover.

Nanjing is gearing up to launch MG-branded cars across Europe later this year and last month appointed former Lotus and Volvo marketer Gary Hagan as sales and marketing director (MW March 8). The pitch was being run by sales and franchise manager Stephen Cox until Hagan’s appointment.

MG was relaunched as "Modern Gentleman" at the end of March.

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