Independent agency Supermassive has been appointed by XPENG, the Chinese-born AI-driven mobility company, as its strategic and creative agency for Australia and New Zealand.
Following a competitive pitch, Supermassive will partner with XPENG to accelerate the brand’s growth into ANZ, shaping its local platform, brand work and model launches.
The appointment has coincided with the company’s announcement of an aggressive Australian expansion, launching six new electric vehicle models, alongside a rapid retail scale-up to 50 national locations.
“The auto category is going through a rare moment where the rules are genuinely being rewritten, and as one of the most exciting and advanced tech companies in the world, XPENG is right at the pointy end of it. From our first conversation with Damian and the XPENG team, there was a shared appetite to challenge how an automotive brand could show up in the ANZ market. That kind of ambition, backed up by some truly mind-blowing tech, is such a thrilling combination for a creative company like ours,” said Supermassive co-founder Jon Austin.
“XPENG is building its ANZ presence from a standing start, which is rare in automotive and presents a significant creative opportunity. At its core, XPENG is a story about intelligence, and that demands a different kind of creative thinking,” said XPENG Australia and New Zealand head of marketing and creativity Damian Royce.
“Supermassive impressed us with their strategic clarity, creative capability and understanding of how to launch brands in ways that capture both attention and imagination.”
The appointment has added to Supermassive’s growing roster of regional and international clients and has continued a year of growth for the independent agency.
