24th Aug 2020

Leo Burnett appointed Agency of Record for Mazda and MG

Leo Burnett will undertake the development and execution of strategic and creative assignments across all consumer touchpoints. The agency will manage ATL, BTL, OOH, Digital, and social media channels for the next twelve months. Eurokars awarded the business to Leo Burnett and Zenith after, as a collective, both agencies demonstrated the benefit of delivering Publicis Groupe’s Power of One model across the entire consumer journey.

Leo Burnett appointed Agency of Record for Mazda and MG

Lou Dela Pena, Chief Executive Officer of Publicis Communications Singapore said, “We have come a long way refining the way we implement the Power of One for ourselves and for our clients. Our unique operating model unlocks the complexity of data-rich marketing to deliver simple and smart creative solutions to drive businesses forward.”

“Mazda and MG are both well-recognised and sought after car brands in Singapore with significant growth potential in their respective categories. Our brief to the agencies that we had invited to tender called upon them to not only demonstrate a clear and profound understanding of the automotive business but also propose dynamic and creative concepts and 360 strategies that would achieve the following: raise Mazda’s profile as a premium made-in-Japan car brand that is distinctive with its award-winning design, cutting-edge and human-centric technologies, and unprecedented quality, and at the same time, 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,” said Miss Ong Lay Ling, Group Managing Director, Eurokars Group.