SsangYong Australia appoints Thinkerbell as consolidated agency partner

SsangYong Australia appoints Thinkerbell as consolidated agency partner

Following a competitive pitch process, Thinkerbell has been appointed as consolidated agency partner for SsangYong Australia, responsible for the Korean automotive company’s brand strategy, creative, media, earned and digital.


In markets around the world, SsangYong is known for its rugged build quality, reliability and outstanding performance since it was established 1954. SsangYong was relaunched in Australia in 2018 as an SUV specialist and hopes to capitalise on the growth of both the Korean car market, and the growth of the SUV market in Australia and around the world.

SsangYong has partnered with Thinkerbell to help build the brand in the competitive Australian auto market and has opted for a single-agency structure to ensure a holistic approach across all facets of the business. This represents a new local operating model and marketing strategy for the brand, distinct from its global strategy.

Says Steve Dimitrovski, digital and brand marketing manager at SsangYong Australia: “We were extremely impressed with Thinkerbell’s approach to building SsangYong in Australia, particularly their focus on our brand and what’s needed as an overall approach for success. We look forward to growing the SsangYong business together in Australia.”

Says Margie Reid, managing partner of Thinkerbell: “SsangYong’s passion for success and growth is wedded to building strong foundations in Australia and we look forward to working together to ensure SsangYong is a popular choice for Australians – with, of course, a dose of Measured Magic.”

The appointment begins immediately.