Eurokars Group names SG creative and media agencies for Mazda and MG

Mazda and MG, two brands of the Eurokars Group, have appointed Publicis' agencies Leo Burnett and Zenith as its integrated communications agency in Singapore. The appointment comes after a two-month tender process, and the agency commenced their services as of July 2020.

With this appointment, Leo Burnett will undertake the development and execution of strategic and creative assignments across all consumer touchpoints while Zenith will be responsible for driving a data-informed communications strategy and delivering impactful media outcomes. The agencies will manage ATL, BTL, OOH, digital, and social media channels for the next 12 months.

Ong Lay Ling, group managing director, Eurokars Group said its brief to the agencies it had invited to tender called them to demonstrate a clear understanding of the automotive business, and to propose dynamic and creative concepts and 360 strategies that would raise Mazda’s profile as a premium made-in-Japan car brand, and position MG as an innovative, progressive and forward-looking brand of choice in the electric vehicle market.

"The Publicis Groupe team impressed us with their astute ability to identify our strengths and opportunities, and answer our requirements by demonstrating an intuitive and in-depth understanding of our brand ethos and DNA. Their pitch consisted of an unconventional and exciting range of concepts and activation ideas. Unmatched creativity was what truly differentiated the team from the outset," Ong added. 

Ian Loon, chief executive officer, Publicis Media Singapore said: “Like many other sectors, automotive brands and distributors have had to pivot earlier in the year towards delivering greater digitally-connected services and experiences for their consumers. Having unified agency capabilities, shared accountability, and more efficient ways of working can only accelerate opportunities for the business, driving towards our new world."

Lou Dela Pena, chief executive officer of Publicis Communications Singapore added that Publicis' "unique operating model" is able to unlock the complexity of data-rich marketing to deliver simple and smart creative solutions to drive businesses forward.

Most recently, Disney and FOX in Southeast Asia also handed their digital and social media account to Publicis Singapore. Publicis has been appointed to handle duties across the region, including Singapore, Malaysia, and Indonesia. Last year, Disney appointed Publicis and Omnicom Media Group to handle its global media business following a five-month long pitch. 

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