Mazda and MG appoints Leo Burnett Singapore and Zenith to lead integrated communications in Singapore

Mazda and MG appoints Leo Burnett Singapore and Zenith to lead integrated communications in Singapore

Eurokars Group has announced Mazda and MG have selected Leo Burnett Singapore and Zenith as its integrated communications agency of record in Singapore. The announcement was made after a two-month tender process.


With this appointment, Leo Burnett Singapore will undertake the development and execution of strategic and creative assignments across all consumer touchpoints while Zenith will be responsible for driving a data-informed communications strategy and delivering impactful media outcomes. The agencies will manage ATL, BTL, OOH, Digital, and social media channels for the next twelve months.

Eurokars Group 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.

Lou Dela Pena, Chief Executive Officer of Publicis Communications Singapore (pictured), 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.”

Ian Loon, Chief Executive Officer, Publicis Media Singapore, said: “Like many other sectors, automotive brands & distributors have had to pivot earlier in the year towards delivering greater digitally-connected services and experiences for their consumers. Having unified agency capabilities, shared accountability, and more efficient ways of working can only accelerate opportunities for the business, driving towards our new world.”

“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.

The agencies commenced their services effective of 1st July 2020.