Kubota appoints VML as full-service agency of record across Australia and New Zealand

VML has been appointed agency of record (AOR) for Kubota in Australia and New Zealand, following a competitive review.

VML will oversee all marketing activity for Kubota — including brand, sponsorship, retail, and local area marketing — to build a modern, competitive brand platform that drives market share and growth across Australia and New Zealand.

The partnership will see VML deliver a connected brand ecosystem across brand experience (BX), customer experience (CX), and commerce, supporting Kubota’s ambition to accelerate growth and modernise its marketing across the region.

Under the new remit, VML will lead all Kubota marketing activity, spanning brand, sponsorship, retail, and local area marketing in close collaboration with Kubota’s extensive dealer network. The agency’s mandate is to build on Kubota’s strong legacy and drive deeper customer engagement to fuel growth.

Says Mark Basile, Marketing Manager, Kubota Australia: “VML demonstrated a deep understanding of our business and a clear vision for the future of the Kubota brand. The team’s integrated expertise will be instrumental as we evolve our marketing and build even stronger connections with our customers and dealer partners across every touchpoint in their experience with us. We look forward to a long-term successful partnership that supports our continued growth and leadership in the market.”

Says Vanessa Tout, Managing Partner, VML Melbourne: “We’re thrilled to partner with Kubota at such a pivotal moment for the brand. Kubota is an iconic name with a proud legacy and a passionate customer base. Together we have an opportunity to create a modern, connected marketing platform that puts people first. By truly understanding what matters most to Kubota’s customers and dealers, getting under the hood of what drives their love for the brand, we’ll build genuine connections and move the business forward in ways that make a real difference to people.”

VML’s appointment marks a significant step forward for Kubota as it invests in a more unified, data-driven approach to marketing, aiming to build capability across the region to support both corporate and trade activities.