Polaris appoints ATime&Place as lead creative agency across ANZ

Global powersports manufacturer Polaris has appointed independent agency ATime&Place as its lead creative partner across Australia and New Zealand, following a competitive multi-agency pitch.

The appointment covers brand strategy, advertising, social and experiential work, with creative already underway.

Polaris is the market leader in side-by-side vehicles in Australia and operates across agricultural, industrial and recreational powersports. The brand is widely used by farmers, land managers, government and commercial operators, as well as recreational riders.

The move signals a push to strengthen Polaris’ brand presence and deepen engagement with rural, regional and recreational audiences across Australia and New Zealand, building on its category leadership.

Polaris Australia and New Zealand national marketing manager Michael Blundo said the agency was selected for its ability to express the brand’s performance credentials and leadership position.

“Polaris is built for the toughest conditions and for people who meet them head-on,” Blundo said. “In ATime&Place, we saw a partner with the clarity and creative capability to help express that leadership and continue pushing the brand forward.”

ATime&Place CEO and co-founder Adrian Mills said the focus would be on expanding the Polaris brand world rather than repositioning it.

“It’s a brand that has earned loyalty through performance, trust and a deep connection to the people who rely on it every day,” Mills said. “Our role is to add depth and meaning and help take it further.”

Polaris joins a growing roster of ATime&Place clients, including UniSuper, Mountain Goat, Cobram Estate, Ventia and Global Prime.