Suzuki Hands TMW Unlimited Keys to Integrated Creative Account

Photo by Václav Pechar on Unsplash

Suzuki has appointed TMW Unlimited, part of UNLIMITED, to be its integrated creative, content and CRM agency of record.

Following a pitch process handled by the Observatory International, the agency will be responsible for delivering integrated creative campaigns and content across all major channels, and handling Suzuki’s CRM programme.

Work will begin immediately to launch the new Suzuki Swift. TMW Unlimited will build upon the brand’s Good Different creative platform, which avoids category conventions in favour of a more playful and unexpected approach.

Scope includes above the line advertising for Suzuki’s automotive division, content creation and responsibilities for data and CRM across cars, motorcycles, all-terrain vehicles and marine engines.

As well as supplying insights and testing throughout the creative development process, UNLIMTED’s Human Understanding Lab will be pivotal in providing in data, neuro- and behavioural science expertise to inform the customer engagement strategy.

This news follows an exceptional 2023 for TMW Unlimited. The AAR’s Annual New Business Report showed the agency won nine integrated and creative pitches with a 100% success rate. Other new clients include Oak Furnitureland, Rail Delivery Group, itsu and Pride in London.

Alex Key, head of marketing, Suzuki GB said, “It was clear from the outset that TMW Unlimited was the perfect partner for us. There was instant chemistry and they innately understood what our brand is all about. Not only did they prove their 360-degree capabilities to deliver exceptional work in a diverse range of disciplines, they demonstrated an ability to weave them together and connect with our target audience.”

Chris Mellish, CEO, TMW Unlimited said, “If we sat down and wrote the perfect brief for ourselves, it would look just like this. Suzuki shares our challenger brand mindset and ambition to create work that stands out throughout every layer of the marketing mix. From developing stellar TV ads to supercharging their CRM through tech and data, we now have the opportunity to use the full breadth of our skills to take their business to the next level. The fact that our business’ cultures felt perfectly aligned from the very first meeting makes it even more exciting.”

Christine Downton, managing partner, Observatory International added, “Congratulations to TMW Unlimited on their success, this was a hard-fought and complex pitch. The partnership between Suzuki GB and TMW Unlimited feels like a perfect fit and we look forward to seeing the output of their work together. We are extremely grateful to Alex and her team for the privilege of trusting us to support them on this journey.”