Chery Motors Australia appoints Awaken as Australian media agency partner

Independent full-service agency Awaken has been appointed as the Australian media and social media management agency for new-to-market automotive brand Chery Motors Australia.

Awaken secured the account following a competitive pitch process with two other agencies and will be responsible for all Chery Motors Australia’s media work, including its launch campaign, while also managing its social media accounts.

Chery Motors is a Chinese automotive brand, founded in 1997. It has since established R&D centres in China, Germany, the US and Brazil, and is set to launch in Australia this month with its first vehicle: the OMODA 5. Chery is the first passenger car company in China to export complete vehicles, CKD parts (a product delivered in parts and assembled at its destination), engines, manufacturing technology and equipment to the global market.

Says Andrew Haurissa, brand manager, Chery Motors Australia: “We are thrilled to be working with the Awaken team. From the start of the pitch process, we were immediately impressed with Awaken’s use of data and AI in all areas of strategy, planning implementation and reporting – it was analogous with how we operate as a brand and a business. Additionally, we were impressed with the strength of the Awaken team, particularly their creative and strategy skills. As an iconic Chinese brand looking to launch in Australia, we needed to partner with an agency that demonstrated a deep understanding of the local market – we have found that with Awaken.”

Says Chris Parker, founder and CEO, Awaken: “It’s not every day that you have the opportunity to help launch a globally recognised brand into the Australian market. With international support, backing and products that are internationally acclaimed, we’re incredibly excited to help shake up the local automotive market with Chery’s range of vehicles, offering innovative technology and affordable elegance. This is a great win for Awaken and our team as we continue our growth momentum.”

The win comes on the back of a successful period for Awaken, including being ranked at number 33 fastest-growing Australian business in the AFR’s Fast 100 in November last year. Earlier this week, Awaken announced its acquisition of digital marketing agency Agnes Media.

The agency has recorded more than 74% revenue growth for four consecutive years, with a number of new clients coming on board in 2022 including Visit Newcastle, Adora Fertility, whiskey brand Proper 12, tool provider Husqvarna and McCarroll’s Automotive Group. They joined Awaken’s client stable including the Proximo group’s Jose Cuervo and Kraken Rum, Panasonic, Marriott Hotels, Armor All and Energizer.