Suzuki puts TMW Unlimited in the driving seat for creative and CRM account

Suzuki: Iris created the "Good different" brand platform
Suzuki: Iris created the "Good different" brand platform

The automotive brand parted ways with Iris last year.

TMW Unlimited has won the creative and CRM account for Suzuki Motors GB.

The pitching process was handled by The Observatory International, and it is understood four agencies were in the running.

The Japanese car manufacturer split with Iris in 2023 after five years in partnership, when the agency opted not to repitch.

TMW Unlimited, which is part of Unlimited, will be responsible for delivering integrated creative campaigns and content across all major channels, as well as handling Suzuki’s CRM programme.

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

Unlimited’s Human Understanding Lab will be pivotal in providing in data, neuro- and behavioural-science expertise to inform the customer engagement strategy, TMW Unlimited said.

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.”

Iris first landed Suzuki’s digital and social account in 2018, adding creative and strategy in 2019, which Red Brick Road had held previously. The brand initially kept CRM duties with Red Brick Road’s specialist division Emerald.

Iris developed a brand positioning called "Good different", which was backed by a 2022 TV ad.

Chris Mellish, chief executive of 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.”


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