London, March 5, 2026: The Chinese automotive manufacturer Changan has appointed Mediaplus International as its first European media agency for its regional market entry, following a multi-stage pitch process. In the UK, the account will be handled by Manchester agency Running Total.
With more than 30 million vehicles produced globally, Changan ranks among China’s largest automotive manufacturers. The company is now strategically focusing on Europe and, for the first time in its history, partnering with a media agency to drive brand development in the region. After several weeks of competitive pitching, Changan selected Mediaplus International as its media partner.
The double-digit million-euro mandate covers brand and performance activities across all traditional and digital channels. The initial rollout includes Germany, Italy, Poland, Spain and the UK. By 2028, Changan plans to expand its footprint across all key European markets, aiming to secure a strong position in the highly competitive automotive landscape.
“Changan brings more than 40 years of manufacturing expertise to the table. Our brand stands for reliability and innovation – values we clearly recognised in Mediaplus throughout the pitch process,” said Kristin Harder, Marketing Director Europe at Changan Europe. “The combination of centralised governance and strong local market expertise provides the optimal structure for our media strategy. Together, we are now accelerating brand awareness for Changan Europe.”
Barbara Evans, Managing Partner at Mediaplus International, added: “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.”
For Changan, Mediaplus will deploy its proprietary AI solution Predict.AI – embedded in the Serviceplan Group’s integrated “House of AI” ecosystem – to ensure transparent marketing investments, data-driven optimisation, and more intelligent forecasting. The platform is built on AI-powered marketing mix modeling, identifying which channels truly generate incremental revenue and where additional impact can be unlocked. By analysing campaign performance, simulating real-time scenarios, and optimising cross-channel budget allocation, Predict.AI delivers a holistic performance view across the entire brand funnel.
