Credit: BYD
Thrive PR & Communications has won the product launch and experiential account for BYD, following a competitive tender across Australia and New Zealand.
The win is Thrive's third consecutive tender victory under its holding group, which includes corporate communications agency Acuity. Acuity launched earlier this year with BYD as a foundational client.
Thrive and Acuity will handle car launches for BYD and DENZA over the next 12 months, covering activations, media relations, corporate, community and government relations, creative content and fleet management.
BYD moved from market challenger to market leader in January, taking the top spot in Australian EV sales after a 640.9% year-on-year sales increase.
BYD Australia and New Zealand chief marketing officer Kate Hornstein said the appointment came at a critical point for the business.
"BYD's trajectory continues to outpace the market, and our ambitions have always been about more than numbers," Hornstein said.
"DENZA extends that mission into premium territory, and we embrace it."
Thrive Australia managing director Snezna Kerekovic said BYD had already disrupted the mass market, and the focus now was on building cultural equity for both brands.
"We're not just managing a standard PR pipeline, we are creating high-stakes, cultural experiences that let the product's technology speak for itself," Kerekovic said.
BYD, Thrive and Acuity teams are already working on long-term plans for both brands in Australia and New Zealand.
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