Thinkerbell has won the pitch to become the consolidated agency partner for SsangYong Australia, responsible for the Korean automotive company’s brand strategy, creative, media, earned and digital. SsangYong has opted for a single-agency structure in Australia to provide a holistic approach across all facets of the business. This represents a new local operating model and marketing strategy for the brand, distinct from its global strategy.
Since it was established in 1954, SsangYong has become known for its rugged build quality, reliability and performance. The brand was relaunched in Australia in 2018 as an SUV specialist and hopes to capitalise on the growth of both the Korean car market, and the growth of the SUV market in Australia and around the world.
Thinkerbell’s job will be to help build the brand in the competitive Australian auto market.
Steve Dimitrovski, digital and brand marketing manager at SsangYong Australia, commented, “We were extremely impressed with Thinkerbell’s approach to building SsangYong in Australia, particularly their focus on our brand and what’s needed as an overall approach for success. We look forward to growing the SsangYong business together in Australia.”
Margie Reid, managing partner of Thinkerbell, added, “SsangYong’s passion for success and growth is wedded to building strong foundations in Australia and we look forward to working together to ensure SsangYong is a popular choice for Australians – with, of course, a dose of Measured Magic.”