Toyo Tires chooses MullenLowe Malaysia as Strategic Brand Building Partner Posted on


Global high performance tyre brand Toyo Tires have just announced that they have selected MullenLowe Malaysia as its Strategic Brand Building partner for the Asia-Oceania region, beating out two other leading international network agencies for the business.

MullenLowe won because of its strategic creative solutions based approach and an in-depth marketing understanding across targeted markets.

“MullenLowe clearly demonstrated their understanding and passion required of a specialist partner to support our brand communication initiatives”, said Mr Kanji Kasai, General Manager, Asia Oceania Business Unit (AOBU), Toyo Tire & Rubber, Co., Ltd.

“Seldom does one get an opportunity to lead regional campaign development out of Malaysia. It is an honour and privilege to be entrusted with such responsibility by a brand of global stature”, Mazuin Zin, Managing Director of MullenLowe Malaysia said, commenting on the win.

“In coming months our core focus would be in conceptualizing and evolving a synergistic brand communication strategy for its high growth markets”, she went on to say.

Toyo Tires appointment is the second big regional mandate for MullenLowe Malaysia recently. MullenLowe Malaysia’s mandate is currently to develop brand development for growth markets of Australia, Malaysia and Thailand, which would later be adapted for other emerging markets in the Asia-Oceania region.

This article was first published in marketingmagazine.com.my