Electric vehicle brand Maxus has selected London-based Impero as its lead creative agency for the British and Irish markets, as its looks to expand its European footprint.

The decision was taken without a pitch according to Maxus UK’s head of marketing, Kimberley Horsman, and new managing director Andrew Lawson, who joined the firm in November.

In its new role, the agency will now be tasked with ‘supercharging’ Maxus’ success, and helping to position it for sustainable, long-term growth, with a UK-centric brand strategy and creative platform.

“Having worked with Impero in the past, I was confident they were the ideal agency to partner with, as Maxus enters this pivotal phase of growth,” Lawson said.

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“Their team has already seamlessly integrated into our operations, and I’m excited to see how they will help accelerate our marketing strategies and drive our vision forward.”

Forming part of Chinese automotive giant SAIC Motor Corporation, Maxus first arrived in the UK and 2020. Impero’s appointment will kick-start a concerted expansion drive.

Impero MD, Emily Winterbourne added: “Maxus has seen incredible growth since entering the UK market, and it’s an exciting time to help position the brand for long-term success.

“Having worked with Andrew before, we feel we really get his strategic vision, and we’re excited about his ambitious plans for Maxus. We’re looking forward to building something that will truly stand out in the market.”