Suzuki Motorcycles Australia appoints Caramel Creative as its new full service agency partner

Caramel Creative has announced its latest creative partnership with Suzuki Motorcycles Australia.

The agency has been appointed to provide both tactical support and strategic recommendations to position the Suzuki brand and ensure its place at the forefront of customers’ minds.

Says Aaron Lee, founder and head of strategy, Caramel: “Our brief is to work with Suzuki in developing and delivering engaging creative for the three Suzuki motorcycle categories: On-road, Off-road and ATV.

“This will mean working with Suzuki in introducing an expanded use of multimedia communication channels, geared towards reaching customers – all those passionate riders throughout Australia – more effectively, and with content that is dynamic and exciting.”

Established in 2005, Caramel is a full-service agency, creating brand and communications strategies, but with a strong underlying commercial focus.

Says Lee: “Our strategic approach has meant that we consistently get results and exceed the commercial imperative.”

The partnership, an integrated and ongoing marcomm engagement, will see the agency delivering end-to-end creative and strategic solutions, including: design and production of all collateral, press and media materials; new model release campaigns; announcements on Suzuki milestones; and legacy positioning – across digital, print, POS, radio and TV. From vision, to planning and strategy, to the delivery of tactical comms and video, Caramel will be completely embedded in the Suzuki business.

Says Lewis Croft, marketing manager, Suzuki: “We are really looking forward to working with the Caramel team. For a creative agency to have so clearly understood the sales objectives from day one of the engagement is quite rare. When that agency also has all their brand strategy, digital and video capabilities in house – that’s a unique and very exciting opportunity.

“Our primary objective is to drive and enhance the Suzuki brand image. With the release of 9 new road motorcycles and 1 new motocrosser in 2017, Caramel can’t wait to build on the fantastic work done by the Suzuki team and its partners.”

Says Lee: “We are so excited to contribute in driving sales for these incredible products. In line with our focus on ongoing management and improvement, we will track performance on a monthly basis so that we measure goals, stay ahead of KPIs and maximise the return on investment.”