Mediaplus to drive Changan’s Europe media strategy

Changan, one of China’s largest automotive manufacturers, has appointed Mediaplus International as its first European media agency to support the company’s regional market entry.

The partnership follows a competitive pitch and combines centralized strategic oversight with local market expertise across Germany, Italy, Poland, Spain, and the UK.

The initial rollout forms part of Changan’s plan to expand across key European markets by 2028, aiming to establish a strong presence in the competitive automotive landscape. The full-funnel media mandate includes brand and performance activities across both traditional and digital channels.

Data-driven strategy supported by AI

A central feature of the partnership is Mediaplus’ proprietary AI solution, Predict.AI, embedded in Serviceplan Group’s “House of AI” ecosystem. The platform leverages marketing mix modeling to optimize campaigns, allocate budgets efficiently, and provide transparent, data-driven insights across the entire brand funnel.

Barbara Evans, Managing Partner at Mediaplus International: "Our ambition is to position Changan as one of the leading e-mobility brands in Europe. We convinced Kristin’s team with our automotive expertise and strong capabilities in media strategy and planning. The focus now is on activating the European market with data-driven, precisely targeted campaigns that deliver measurable impact."

Accelerating brand development in Europe

Kristin Harder, Marketing Director Europe at Changan Europe: "Changan brings more than 40 years of manufacturing expertise to the table. Our brand stands for reliability and innovation – values we clearly recognized in Mediaplus throughout the pitch process. The combination of centralized governance and strong local market expertise provides the optimal structure for our media strategy. Together, we are now accelerating brand awareness for Changan Europe."

Predict.AI will support Changan’s campaigns by analyzing performance, simulating real-time scenarios, and optimizing cross-channel investments to identify the most effective channels for incremental revenue and overall brand growth.

www.house-of-communication.com

www.globalchangan.com

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