Chinese automaker Geely has appointed Havas Host and dentsu to its agency village as it revs up for its Australia and New Zealand launch.
The agency village will work together, covering Creative, Social, PR and Website Experience to support its localised brand and product launch strategy.
Havas has been named as Geely Auto Australia’s lead creative and social media agency. Its remit will include developing a new brand campaign, building on the automotive powerhouse’s current global platform to inspire consumers to ‘See The World In Full’.
Dentsu has been handed responsibility for public relations, influencer and ambassador management, including press fleet management.
Dentsu’s experience business, Merkle, has been tasked with the creation of Geely’s Australian digital consumer experience, starting from the website interactions, including pre-order and test drive bookings.
Li Lei, head of Geely Auto Australia, said, “At Geely Auto, we’re not just about making cars – we’re creating a better way of living. We aim to forge a lasting impact on the Australian automotive landscape. As we move into 2025, we look forward to offering Australians a flexible, versatile, and smart mobility choice that suits the needs of the Australian way of life.
“Havas and Dentsu presented ideas that resonated with our brand values, ensuring our commitment to Australia was front and centre in their approaches. We are excited to gather a team of market talents to strengthen the presence of the Geely brand.”
Gayle While, CEO of Havas Host, said, “We’re thrilled to have the opportunity to partner with the Geely Auto Australia and Dentsu teams to launch the brand into the Australian market with impact. The Geely team have bold ambitions, and we’re looking forward to bringing to life the possibilities that Geely Auto products can bring to Australians.
Patricio de Matteis, CEO of Dentsu ANZ, said, “We’re excited to partner with Geely Auto as it launches into the Australian market. Geely’s commitment to innovation and dedication to meeting the needs of its local customer aligns perfectly with Dentsu’s values. It’s a true privilege to be able to leverage our deep experience across auto to help shape an exciting brand like Geely as it launches in a new market and redefines the auto category by enriching customers’ lives, delivering on their aspirations and practical needs without compromise.”
