Automotive manufacturer Chery Motors has appointed M&C Saatchi to launch the Jaecoo brand of SUVs in Australia.
M&C Saatchi’s work for the China-based group will be via a bespoke team across creative, PR, influencer and social, launching with the J7 in early 2025 and further models after that.
The J7 is an all-wheel drive SUV, with competitors such as Subaru Forester and Jeep Compass.
“Selecting to partner with M&C Saatchi as our creative agency was a natural decision, driven by their ability to blend innovation with impactful storytelling,” said Lewis Lu, CEO of Chery Motor Australia.
“Their strategic approach and understanding of our brand have already begun to elevate our narrative and how we will connect with customers.”
Michael McEwan, M&C Saatchi Agency CEO, said it was a rare and privileged opportunity to help creatively announce the new Jaecoo brand to Australia.
“The Jaecoo team have big ambitions and a brilliant product packed with innovation,” he said.
“Together with the team at Chery Motors, we have been creating a bespoke team with the full complement of capability from across the M&C Saatchi Group to deliver on their ambition.”
M&C Saatchi Group’s remit covers all brand and model specific creative development as well as social, PR, influencer strategy.
UM was earlier this year appointed media agency of record for Chery,
Jaecoo joins other M&C Saatchi Group recent new business including MYOB and Australian Red Cross Lifeblood.
Jaecoo was born at the Shanghai International Auto Show in April 2023 with its debut model, the urban and adventure-oriented J7.
The name Jaecoo derives from the German word Jäger which signifies always seeking adventure, freedom, and a connection with nature.
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