Tales & Heads wins MG Motor Middle East communications brief.
Dubai-based independent agency Tales & Heads has won MG Motor Middle East's communications brief after a competitive pitch. It will handle the carmaker's regional communications across the GCC, the Levant and Morocco.
The remit is to take MG's communications beyond the usual motoring channels and into culture, lifestyle, partnerships and storytelling. Tales & Heads will run an integrated programme meant to strengthen the brand's positioning, build visibility for its priority models and raise the profile of MG Motor Middle East and its leadership in discussions about automotive technology, innovation and future mobility. Communicate describes that last part as executive profiling and thought leadership.
Joanna Agnew, Managing Director of Tales & Heads, pointed to MG's combination of more than a century of heritage with a business that is changing fast, and described it as a brief where communications can change how people see and talk about a brand. Khail Dagher, PR and Social Media Manager at MG Motor Middle East, said the brand is entering a period of growth in the region, with new products, technologies and experiences, and that the way it tells its story needs to change with it.
MG, owned by SAIC Motor, is expanding its presence in the region and developing its product range. Neither Campaign Middle East nor Communicate gives the length or value of the contract or names the other agencies in the pitch.
For marketers in Saudi Arabia and the Gulf, it is another case of a car brand asking its PR agency to work through culture, lifestyle and partnerships rather than motoring media alone, with one agency covering the GCC, the Levant and Morocco under a single brief.
Why it matters
One agency now runs MG's communications from the GCC to Morocco, with a brief that pushes a car brand into culture and lifestyle rather than motoring media alone.
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