Impero Named Lead Creative Agency for EV Marque Maxus UK and Ireland

Maxus, the electric vehicle marque, has named Impero as its lead creative agency in the UK and Ireland, with a brief to strengthen its brand as part of its ambitious growth plans.

The appointment was made without a pitch by Maxus UK’s head of Marketing, Kimberley Horsman and new managing director Andrew Lawson, who joined the company in November 2024. Lawson, a 20-year veteran of the auto sector, has worked with Impero in a previous role at EO Charging.

Maxus is part of Chinese automotive giant SAIC Motor Corporation. It officially arrived in the UK and Ireland in 2020 in a distribution deal with Harris Group.

As the brand’s new creative agency of record, Impero is tasked with supercharging its success so far and positioning the brand for sustainable, long-term growth. The agency will develop a UK-centric brand strategy and creative platform, and launch the brand to market with a bang.

The appointment is part of Lawson’s wider plans to boost Maxus’ marketing capabilities, which also include building the internal marketing team and expanding its resources.

Andrew Lawson, managing director of Maxus, said, “Having worked with Impero in the past, I was confident they were the ideal agency to partner with, as Maxus enters this pivotal phase of growth. Their team has already seamlessly integrated into our operations, and I’m excited to see how they will help accelerate our marketing strategies and drive our vision forward."

Emily Winterbourne, managing director of Impero, said, “Maxus has seen incredible growth since entering the UK market, and it’s an exciting time to help position the brand for long-term success. Having worked with Andrew before, we feel we really get his strategic vision, and we’re excited about his ambitious plans for Maxus.  We’re looking forward to building something that will truly stand out in the market.”