TMW Unlimited wins brief to steer Suzuki GB business

Japanese car giant Suzuki has appointed TMW Unlimited to handle its integrated creative, content and CRM account just two months are parting company with Iris, which had handled the bulk of the business for the past five years.

The pitch process, run through the Observatory International, saw four agencies battle it out for the account, which includes delivering integrated creative campaigns and content across all major channels, and handling Suzuki’s CRM programme.

Work will begin immediately to launch the new Suzuki Swift. TMW Unlimited will build upon the brand’s “Good Different” creative platform, devised by Iris, which it is claimed avoids category conventions in favour of a “more playful approach”.

The brief includes advertising for Suzuki’s automotive division, content creation and responsibilities for data and CRM across cars, motorcycles, all-terrain vehicles and marine engines.

As well as supplying insights and testing throughout the creative development process, Unlimited’s Human Understanding Lab will be pivotal in providing in data, neuro- and behavioural science expertise to inform the customer engagement strategy.

Suzuki GB head of marketing Alex Key said: “It was clear from the outset that TMW 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.”

TMW chief executive Chris Mellish added: “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.”

TMW has been on a new business roll over the past 12 months, scooping Oak Furnitureland, Rail Delivery Group, itsu and Pride in London.