MullenLowe Shanghai wins China business for SAIC Maxus

MullenLowe Shanghai has won the China pitch for SAIC Maxus, a multipurpose vehicle brand. The other agencies in the fray included incumbent Cross Communication Group (CCG), ADK and arkr Group. SAIC is one of China’s largest automakers. 

Speaking to Mumbrella, MullenLowe Shanghai’s group account director Limbo Chen attributed the win to the agency’s previous experience working on Buick and added: “At the creative level, our integrated thinking was recognised by the client this time.”

The scope of the assignment includes the brand’s marketing strategy, creative ideation, digital/social and content creation for all SAIC’s MPV products under the Maxus brand portfolio.

The first work on the brand is likely to be released in March 2019.

MullenLowe Group China CEO Richard Tan said: “SAIC Maxus is one of China’s leading brands. We’re proud to be partnering with them in China and share their ambition of delivering breakthrough creative and digital work that elevates the brand to new heights in this market.”

SAIC Maxus China’s branding operation director Lisa Zhu said: “SAIC Maxus wanted to work with a forward thinking and progressive creative agency partner.

“As the marketing landscape has changed dramatically over the last few years, we look forward to working together with MullenLowe Shanghai to transform the customer experience, creating a new trend for our MPV brand and users here in China.”



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