What's Happening?
VML has been selected as the agency of record for Kubota in Australia and New Zealand after a competitive review process. This partnership will involve VML in creating a connected brand ecosystem that encompasses brand experience (BX), customer experience (CX), and commerce. The goal is to support Kubota's growth and modernize its marketing strategies across the region. VML will lead all marketing activities for Kubota, including brand, sponsorship, retail, and local area marketing, working closely with Kubota's dealer network. Mark Basile, marketing manager for Kubota Australia, emphasized VML's understanding of the business and its vision for the brand's future. Vanessa Tout, managing partner at VML Melbourne, expressed excitement about the partnership, highlighting the opportunity to create a modern marketing platform that prioritizes customer engagement.
Why It's Important?
This appointment is significant for Kubota as it marks a strategic shift towards a more unified and data-driven marketing approach. By partnering with VML, Kubota aims to enhance its marketing capabilities and strengthen its market leadership in Australia and New Zealand. The collaboration is expected to deepen customer engagement and drive growth by leveraging VML's expertise in creating integrated marketing solutions. This move could potentially set a precedent for other companies in the construction and agriculture sectors to adopt similar strategies, emphasizing the importance of customer-centric marketing in today's competitive landscape.
What's Next?
As VML takes on its new role, the focus will be on implementing the connected brand ecosystem and enhancing customer engagement. The partnership is expected to evolve over time, with VML and Kubota working together to refine marketing strategies and explore new opportunities for growth. Stakeholders, including Kubota's dealer network, will likely play a crucial role in this process, providing feedback and insights to ensure the marketing efforts align with customer needs and preferences. The success of this partnership could influence other companies in the industry to consider similar collaborations.
