MPG's first task is to handle the launch of Pioneer's latest range of plasma televisions with a multimedia campaign running across the autumn.
The agency claimed the campaign spend will be 拢5 million.
Pioneer has previously used Universal McCann Birmingham for its UK planning and buying, but its spend so far this year has been less than 拢1 million.
It appointed MPG after a pitch process.
Heidi Johnson-Cash, Pioneer GB's marketing manager, said: "MPG is keen and knowledgeable, its media plans are innovative and we are looking forward to working with the agency."
Creative for the Plasma campaign will be adapted in-house from overseas work.
The Japan-based Pioneer makes electronics products covering in-car, hi-fi, DVD, TV, computer and business.
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