MPG won a three-way pitch against WPP's Mindshare and MediaCom and will now handle the communications strategy, planning and buying for Haier's 3D Fridges range.
The agency hunt was led by Duan Wei, brand marketing director of Haier Europe, and comes as the company looks to position itself as "a local brand" in Europe by increasing its network of design, procurement, production, distribution and after-sale services.
The Chinese brand, best known for refrigerators and washing machines, also produces televisions, computers, mobile phones and kitchen appliances, and has forged alliances with European retailers Kesa, Media Market and Carrefour.
The European media business will be managed from MPG International in Milan, with initial activity taking place in Italy, France and Germany.
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