Independent creative communications agency UMM and digital marketing partner SOMO have officially re-signed TCL Electronics Australia.
Following a highly competitive pitch, the two agencies were first appointed as TCL’s new MARCOM and digital partner in 2024, working across social media, influencer marketing, creative, web, EDMs and SEO in the Australian market.
Consumer electronics brand TCL manufactures home audio equipment, white goods, mobile devices and more with a presence across over 160 countries.
Having grown its presence in Australia for two decades, TCL is stocked in retailers such as JB Hi-Fi, Bing Lee, Harvey Norman, The Good Guys, Appliances Online, Retravision and more. It also has significant partnerships in the sports industry, including with the Olympics, Arsenal and the AFL.
UMM’s robust background in technology communications, alongside its highly creative approach to both social and digital marketing, is what led TCL to continue its working relationship with the Sydney-based agency.
“We have established a strong partnership with the ANZ marketing team, who are a creative and passionate crew of experienced professionals, and we are excited to continue our collaborative and strategic journey, establishing the TCL brand as one of the most recognised in Australia,” remarked Benoit Thorp, joint managing director at UMM.
“Localising global strategies is our specialty, and it requires a deep understanding of complex international brands and how they will resonate with consumers in Australia and New Zealand. It’s already been a rewarding and transformative journey and we look forward to seeing TCL grow into new consumer categories.”
Also commenting on the announcement, Matt Laliotis, brand manager at TCL, said: “UMM and SOMO have been instrumental in elevating TCL’s digital and social footprint across ANZ. Their strategic approach and commitment to excellence continue to deliver strong results, and we’re looking forward to the future.”
UMM and SOMO recently produced and managed the digital campaign for TCL’s annual TV period.
