TCL retains UMM and SOMO to lead MARCOM and digital strategy

TCL Electronics Australia has reappointed independent creative communications agency UMM and digital marketing partner SOMO Agency.

Following a highly competitive pitch, the two agencies were first appointed as TCL’s new MARCOM and digital partner in 2024, working across social media, influencer marketing, creative, web, EDMs and SEO in the Australian market.

TCL is a leading consumer electronics brand with a presence across over 160 countries, specialising in researching, developing and producing a wide array of consumer electronics.

It has built a strong reputation for its television offerings, while also providing a range of air conditioners and home appliances, such as refrigerators and washing machines. Moreover, TCL’s TVs rank in the top position for retail sales volume in Australia, while also sitting among the top two television brands globally, according to market research company Omdia.

Having grown its dominance in Australia for two decades, TCL is stocked in retailers such as JB Hi-Fi, Bing Lee, Harvey Norman, The Good Guys, Appliances Online, Retravision and more. It also has significant partnerships in the sports industry, including with the Olympics, Arsenal and the AFL.

UMM’s robust background in technology communications, alongside its highly creative approach to both social and digital marketing, is what led TCL to continue its working relationship with the Sydney-based agency.

Says Benoit Thorp, Joint Managing Director at UMM: “We have established a strong partnership with the ANZ marketing team, who are a creative and passionate crew of experienced professionals, and we are excited to continue our collaborative and strategic journey, establishing the TCL brand as one of the most recognised in Australia.

“Localising global strategies is our specialty, and it requires a deep understanding of complex international brands and how they will resonate with consumers in Australia and New Zealand. It’s already been a rewarding and transformative journey and we look forward to seeing TCL grow into new consumer categories.”

Says Matt Laliotis, Brand Manager at TCL: “UMM and SOMO have been instrumental in elevating TCL’s digital and social footprint across ANZ. Their strategic approach and commitment to excellence continue to deliver strong results, and we’re looking forward to the future.”

UMM and SOMO recently produced and managed the digital campaign for TCL’s annual TV period.

Looking ahead, the two agencies will lead the AC campaign for TCL’s BreezeIN and FreshIN products, which launched in November and will run throughout the summer months.

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