Geely Auto hires Joint as brand gears up for UK market

Geely Auto, part of the same company which owns Volvo, Polestar, Lotus and Smart, has appointed Joint as its lead creative agency as the car marque seeks to build a presence in the UK market in its own right.

The agency, which won the business following a competitive pitch run by AAR, will develop the brand’s creative platform, leading brand communications and key product launches as Geely Auto continues its international expansion.

The appointment sees Joint tasked with establishing Geely Auto as a compelling new entrant in the UK automotive market through a long-term creative platform. As the brand builds its presence, the agency will help shape first impressions, build awareness and establish a distinctive position among drivers.

Geely Auto develops and manufactures passenger vehicles under the Geely, Lynk & Co and Zeekr brands, while parent Geely Auto Group sold more than 3.3 million vehicles globally in 2024.

Joint will work alongside existing agency partners PMG and M3. Under the new appointment, Joint becomes lead creative agency, while M3 continues its role supporting dealership communications.

Joint’s first campaign for the brand will launch later this summer across OOH, VOD, social and digital.

Geely Auto chief marketing officer Mark Blundell said: “The UK is a strategically important market for Geely Auto, and we were looking for a creative partner that could help us establish a distinctive brand from day one. Joint impressed us with the strength of its strategic thinking and creative approach, and we’re looking forward to maintaining our strong launch momentum and introducing Geely Auto to wider audiences over the coming months.”

Joint founder Damon Collins added: “Launching a new automotive brand is a rare opportunity. Geely Auto combines the scale of a global automotive leader with the challenge of building awareness from the ground up. That’s a brilliant creative brief, and we’re looking forward to creating work that gives the brand a distinctive place in the market.”